Rs 40 THE

April 16-30, 2008 The fortnightly from agencyfaqs! www.thebrandreporter.com 38

PROFILE Bobby Pawar The CCO of Mudra on his learnings from New York. 42

SAKSHI MEDIA Joining the Fray Eenadu’s challenger has its WHAT MAKES work cut out. SAM 43

DEFINING MOMENTS Arvind Sharma TICK? The triumphs in the Leo Burnett chairman’s career. With the MediaCom GOAFEST deal, Sam Balsara hits Of winners and... 14 FUTURE TV the headlines again. All About Connect 36 Find out what drives TOI this man. 32 Activating Change 40 INDIADHANUSH New Packaging? 45

  

The fortnightly from agencyfaqs! This fortnight... Volume III, Issue 18

The cover photograph of Sam Balsara is so right. The hands crossed politely. The inquir- EDITOR ing bent of the head. The friendly smile. And the absolute absence of any element that says Sreekant Khandekar ‘power’ in this power portrait. Nothing to suggest that this is one of the most powerful men in Indian media. PUBLISHER Prasanna Singh Remarkably, he’s managed this as an independent in a business where all his rivals are part of an international network. That’s Sam for you. EXECUTIVE EDITOR Clients and rivals both agree that Sam has the art of the deal - and he proved M Venkatesh that recently. He not only managed to retain the Procter & Gamble account in a CREATIVE CONSULTANTS media pitch, he succeeded in buying a majority stake in a WPP agency, PealiDezine MediaCom, in the bargain. The general feeling is that this was the best option in LAYOUT a situation where the Hindustan Unilever and P&G accounts couldn’t both stay Vinay Dominic with WPP’s GroupM. ‘Win-win’ has become a mindless adjective in our business but if there was ever LOGISTICS a transaction to which it applied, it was this. It was a beautifully crafted deal. Rajesh Kanwal Remember, it involved two giant multinationals which have slugged it out across ADVERTISING ENQUIRIES the world. And it had two media agencies which are frequently at loggerheads. And Hansika Koli yet it took place. Noida: (0120) 4077834 We may never know how exactly the deal came about. But I am sure that one 4077837 Gaurav Prabhu of the reasons it happened – without taking credit away from the other dramatis Mumbai: (022) 40429702-5 personae - was that Sam was involved. He can swing a big one because he has rep- [email protected] utation for fairness and people are comfortable around him. We all watch our self-interest when we do a deal. It’s the long-term player who Marketing Office also watches out for the interest of his rival so that he maintains a good relationship. In a B-3, First floor, Sector-4, business where his firm is constantly in conflict with not just rival agencies but also media Noida-201301. Tel: (0120) 4077800. publishers, Sam’s toned down personality is proving to be just right. Mumbai 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Tel: (022) 40429701-5. Sreekant Khandekar Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 [email protected]

  Underground Delight Registered Office The article titled 'Speeding $0;$0
(6)$35
86
6'
  Delight', made for an interesting $0'$-,0,
0&.$8(
.$-0$0'$
(9 Rat Race read. It was informative and educa- (.+,

 
< 
$0;$0 I think the article on Mc Donald's tive. (6)$35
86
6'
$..
4,*+65
4(5(48(' - 'Rat Race'- is a good piece. You In-tunnel advertising is an inno- 6+417*+176
6+(
914.'
!(241'7&6,10
,0 could look at more coverage for ad vative way of reaching out to $0;
/$00(4
9,6+176
2(4/,55,10
,5
241 filmmakers, to share their stories, consumers and it is an established +,%,6('
4,06('
$0'
27%.,5+('
%; which could be more of behind-the- concept in many Western countries. "4((-$06
+$0'(-$4
10
%(+$.)
1) story articles. From an advertising Exploring this medium will point of view, their take on how a indeed open up new vistas for the $0;$0
(6)$35
86
6'
$6
  TVC takes its final shape could be of Indian advertising fraternity. The +
!$6$0
",0*+
1/2.(:
$9$.$ interest to readers. right blend of technology and cre- (4,
$4-(6
$5&+,/
#,+$4
Isha Bhagowati ativity will surely encourage greater (9
(.+, 
 
via email Timely makeovers number of advertisers to try and 4,06('
$6
$4$5
))5(6
86
6'
I have been reading The Brand experiment with in-tunnel advertis-  
$4$,0$
0'7564,$.
4($ Reporter for over a year now. You ing. +$5(

(9
(.+,

 
Down memory lane guys have managed to keep yourself It will be interesting to see this :&.75,8(
',564,%76145
,0
0',$
ahead of competition by changing the I think the magazine's 'Defining happen. As of now, for Delhi Metro, 0',$
11-
175(
86
6'
look and feel of the paper at intervals Moments' section is something that I it is an opportunity to earn revenue (9
(.+,
 
   look forward to. It’s good to see that and by introducing new sections. My while commuters enjoy a visual treat 7/%$,
 
  
it covers people, which make a differ- all-time favourites remain the Story on display! 1.-$6$
 
 ence to the advertising, media and Boards, International News and of $0*$.14(

   marketing world and are reponsible course ,Most Commented Ads. Going Priyanka Khaitan +(00$,
 
   for work that we see. The issue's forward you can introduce fun ele- Bangalore interview on Sudarshan Dheer was ments and maybe even cartoon strips. an interesting read. Saran Sandhu Cover Photograph Roopa Ohri Chandigarh      Fotocorp Delhi    


The Brand Reporter, April 16-30, 2008 5 FMCG        McDonald’s> McDonald’s India (N&E) has commenced a new promotion titled, ‘Lucky You!’ that assures free gifts to he FMCG industry has been Rs 16 and that of a 45 gm is down all first time McDelivery callers. The promotion that would a disillusioned lot of late. from Rs 6 to Rs 5. In the case of last till 30th April, 08 would give a chance to the first time TRising input costs have made Hamam and Rexona, price changes callers to win mobile phones or a 3 Nights/4 Days Thai it difficult for them to earn margins have taken place in the 100 gm SKU holiday package for two. To ensure a memorable holiday by retaining their existing price (Stock Keeping Unit). The benefit experience for its customers, McDonald’s has tied up with points. A slight breather happened being small at a unit level for each India’s largest hotel network- Travelguru. with the Union stock keeping unit in Budget reducing the the personal care 141 Sercon is all 141 Secron> 141 Sercon, Asia’s leading brand activation excise duty on soaps portfolio, Hindustan geared to agency has recently reconstituted its board of Directors. It by a margin of 2-14 Unilever has chosen has brought in senior leaders from the communication domain per cent. But traders to pass the overall entrench its such as Subhash Kamath, who is also the CEO & MD of Bates perceived this to be benefits through presence in Asia Asia and Ranjan Kapur, who is the country manager of the quite price reductions on through a spate WPP Group with the objective of integrating the company's disproportionate select popular SKUs of restructuring. digital and below the line expertise with larger brand ideas. against the Hindustan Unilever in the skin cleansing 141 Sercon is gearing up to entrench its presence across escalating category. Asia, given the fact that the marketing services industry is is passing on price growing at a considerable pace inflationary Industry analysts pressure. benefits to said it has been The obvious possible for HUL to Gitanjali Gems> The Rs 3, 500- consumers crore Gitanjali Gems Ltd., which claims

MARKETING surmise was that the pass on price to be India's largest integrated diamond price of soaps will benefits to and jewellery manufacturer and retailer, go up. But in an consumers on select has presented a diamond-studded industry where brands given its cricket ball to the man-of-the-match of pricing dynamics are  wide portfolio of the recently concluded ICL Edelweiss determined by the products. 20s challenge. It had also gifted a diamond-studded market leaders most Continuous cost- wristband to Hyderabad Heroes who defeated the Lahore soap manufacturers cutting measures Badshahs in the second match of the best of three finals in were waiting for the undertaken by the Hyderabad. According to Adri Voorn, executive director of Big Daddy of the Indian soap multinational across the product Gitanjali Gems Ltd, these initiatives have been undertaken to industry – Hindustan Unilever - to stream enables it to take competitive reiterate the Group's support towards Cricket . take the lead. The bubble of pricing decisions on select brands, as expectation finally burst. Hindustan and when the situation so demands. Godrej is Godrej> Godrej SCA Hygiene Ltd., recently announced its Unilever has reduced the price of Such strategies come in handy when entry into the female hygiene market with the launch of three of its mass brands - Lux, faced with a rival doling out foraying into the 'Libresse' (sanitary napkin). The market for feminine products in Hamam and Rexona. consumer offers to shore up female hygiene India is worth about Rs 700 crore and is growing at a 9
rate The price of a 100 gm bar of Lux volumes, or under-cutting the price products market annually. Ironically the penetration levels are still very low and has come down from Rs 17 to to compete in the market place. in India the market will continue to grow rapidly in the next few years.According to a company spokesperson, the product has QUOTE OF THE FORTNIGHT been launched to tap this potential. Hence the pricing strategy will be competitive. All Libresse packs will be priced at relatively Collaboration between the the same price or lower than those of the competitors. various partners of Tirun Travel> Tirun Travel Marketing which claims to be communication, rather than India’s leading travel marketing representation entity has specialising will define the recently joined hands with leading travel houses Thomas Cook, Indian business landscape. Cox Kings and SOTC Kuoni for a business relationship. Think global,work local and Incidentally Tirun has completed 15 years of a rewarding association with Royal Caribbean Cruises in India. Royal act viral is the future mantra. Caribbean will be the exclusive cruise line in the USA tour D SHIVKUMAR, VP AND MD, MARKETS, NOKIA INDIA, AT THE AT programmes of these three tour operators. 2008 GOAFEST CONCLAVE Reliance>Reliance BigEntertainment, the flagship entertainment company of the Reliance Anil Dhirubhai Ambani Group, has MOVEMENTS/APPOINTMENTS

 acquired a 100 per cent stake in the Digital A compilation of some major account and people movements in the last fortnight Images Business of US based DTS Inc. This PEOPLE is the first acquisition by Reliance Big > Bidisha Nagraj has been appointed as the president of marketing at Cafe Entertainment overseas in the digital services space. DTS Coffee Day. Bidisha’s chief responsibility at Café Coffee Day will be to enhance Digital Images is a well regarded independent restoration the leadership position of the brand and increase its consumer loyalty through various operation in Hollywood providing picture quality improvement innovative channels. Prior to this appointment Bidisha was head of consumer services to movies, television and video content. marketing, at Google India. She was spearheading the marketing strategy for search related products, with a special focus in the mobile category. Tata Motors> Tata Motors will be soon expanding its > Evarist Rego has been appointed as the chief operating officer(COO) of business operations to Africa. It will start an assembly Perspectrum Consultancy, Percept’s Integrated Marketing Communication operations of semi knock down pick up trucks in Senegal and firm. Rego will not only handle the current Mumbai and Delhi operations but would similar activities for buses in the Congo. Tata Motors in fact be further expanding the operations to other destinations like Bangalore and is even contemplating the expansion of the Nano car (priced Ahmedabad. Rego joined Perspectrum in 2005 as vice president. at Rs 1 lakh) to Africa soon.

6 The Brand Reporter, April 16-30, 2008

SURVEY  
     dishtv> One of the first private DTH players in India dishtv claims to have crossed the three million subscriber mark on ndians have found the internet an session. March 31, 2008, in terms of gross registered subscribers. But easy way to reconnect with lost While a majority ‘71 per cent’ find these are the total subscribers acquired by dishtv since Ifriends and keep connected with interacting through social networking inception. After making adjustments for churned subscribers the present ones. Social networking sites to be cool, that hasn't taken the since the launch of the company three years back, the net sites are helping them in fun out of face to face subscriber base of the company stands at 2.5 million. This a big way, as per a study – interactions. Two-thirds dishtv claims, gives it a market share in excess of 60 per cent 'Your Voice' conducted by of respondents find social of the pay DTH Industry. research firm, The networking sites as no Nielsen Company. substitute for face to face SimplyMarryZine.com> The online portal catering to The online survey - interactions. More so that matrimony has announced the ‘Writer in You’ contest. As part Your Voice, was conducted 43 per cent of respondents of this contest, readers can send in their stories and get a

MEDIA Users put amongst 301 people across even consider it safe to This matrimony chance to win prizes worth over Rs 1 lakh, including cash various age groups starting alternate meet people face-to-face portal gives an prizes of Rs 10,000, holiday vouchers, and gift hampers. The from 15 years onwards, to identities on whom they have met opportunity to all contest aims to encourage readers to share their unique understand how people use social online. experiences ranging from their first meeting with their life- social networking websites, true romantics. partners, their views on romance, marriage and mantras for a their attitude towards these networking Security Issues? successful relationships. sites and their satisfaction sites both for A majority of users are levels with them. security not scared to reveal their The men’s GQ India> One of the world’s most successful men’s Eighty-two per cent of real identity on social magazine market magazine, GQ, will be launched in India some time later this the Indian respondents reasons and networking sites, year. GQ India will be the second Condé Nast title in the is buzzing in found social networking fun however, 68 per cent of country, after Vogue, which was launched last September. sites a good medium to the respondents cite anticipation Sanjiv Bhattacharya has been appointed Editor of GQ India. keep connected with alternate identities as a friends and acquaintances, while 58 good answer to address security itimes.com> Another social networking site. A bit late per cent joined a social networking issues. Thirty-five per cent of the though. Indiatimes has soft-launched its own version of social  networking site itimes.com. The site has blogs, a gaming zone, site to reconnect with old respondents had taken up alternate and classifieds section/marketplace. Users can upload videos acquaintances they have lost touch identities 'just for fun'. and pictures as well. Will it be able to beat BigAdda and ibibo, with. There is also a considerable or the international players – Orkut and Facebook? number of online users (53 per cent) Gender bender who join a social networking site to According to the study, almost 50 per Primarily a search make new friends. cent of the respondents had more By shifting its iXiGO.com> focus to hotel engine for flights, iXiGo.com has Professional networking was a than 50 friends in their network. shifted its focus to hotel search. strong fourth with 43 per cent. However, there is a skew in the male- search, iXiGO.com Currently, users can search through female ratio of friends depending on is going to be a 4,500 hotels in 320 Indian cities. iXiGO’s hotel search provides Usage Patterns whether it is a male user or a female contender for users with information on budget accommodation across Almost 75 per cent of Indian user. Males have a greater number of hostels, guest-houses, service apartments and villas. However, respondents have been using social male friends. Females on the other travelguru.com the search engine does not provide hotel bookings. Instead it networking sites for two or more hand, have a more equal split redirects users to 30 national and international hotel booking years and almost 66 per cent spend between male and female friends on websites. The portal would be competing with travelguru.com. more than half an hour on each social networking sites. Yahoo! India> After driving directions on its Maps service, QUOTE OF THE FORTNIGHT the online major has launched walking directions for users and If you look at the that too in nine Indian languages. market, you will realise Network 18 will Network 18> Starglaze is the name of the new entity that there is uncovered be foraying into created by the Network 18 Group that will open a chain of cinema theatres across India. The initiative is expected to kick ground. In a city like the silver screen off within this year. The plan is to nationally roll out Delhi or Bombay, there business with multiplexes, which will have cinema screens and food courts Starglaze beside other entertainment zones, with a special focus on are 60-70 lakh listeners, smaller cities. but they can become a Google>The search engine giant has launched a pilot crore because of the project - a voice based local information service in India, in FOTOCORP population density. Hyderabad. The service, launched on the number 1800-41-99- PRASHANT PANDEY, CEO, RADIO MIRCHI, ON TELEVISIONPOINT.COM ON THE STATION’S 99-99 is similar to that of Just Dial. For now, users in PLANS FOR 2008. Hyderabad can get information on local business and movie show-times through a Toll-Free 800 number. It will also be possible for users to request this information through SMS.

A compilationMOVEMENTS/APPOINTMENTS of some major account and people movements in the last fortnight

 newsx.com > INX Media, which launched its English news channel, NewsX, in March, is getting ready to formally launch PEOPLE its news website, NewsX.com, on April 21. A special internal > Media Transasia has appointed Simon Clays as editorial director for its division of INX Media is developing the site. The site will carry men’s lifestyle division in India. He will be responsible for the ongoing development of news and articles covering world, nation, lifestyle, science, India’s leading men’s lifestyle title, Maxim and international music title Blender to be technology and sports. News will be sourced from the NewsX launched in May and a raft of other projects that the company has planned. channel and news agencies such as AP, AFP and PTI.

8 The Brand Reporter, April 16-30, 2008

JWT  
        Komli> eBay India has signed an exclusive advertising rela- tionship with Komli Media to represent the former’s banner ndia seems to be a hot Dentsu and advertising inventory to interested brands and advertisers destination for global Hakuhodo Percept are worldwide up to end March 2009. Iagencies. The latest to the two Indian agencies Advertisers can have banner advertising placements on the enter the country is ADK that have been servicing eBay India home page, search results place or category pages of Japan, which has Japanese clients till date. or create a microsite for user engagement. joined hands with JWT ADK Fortune becomes for a 50:50 joint venture the third on the list. and formed an alliance, Nikon: enabling a Speaking about the Copyright Woes> Recently, Nestle India took on ADK Fortune, in India. creative tie-up advertising opportunities Hindustan Unilever for allegedly using similar slogan for its In June 2007, Nikon, the for Japanese clients in product. The lawsuit filed by Nestle accuses HUL of using Japanese camera brand, India, Colvyn Harris said the tagline Jitna Tasty Utna Healthy for selling and market- had appointed ADK in a press communica- ing its Knorr soup, which is an imitation of its tagline Taste Fortune as its creative tion, “There are about Bhi Health Bhi, which the former uses for marketing its After Dentsu Maggi Soup. Nestle has also sought a compensation of agency in India. At that 2,000 global Japanese  Rs 25 lakh for the damages done by HUL by carrying the time, no formal informa- and Hakuhodo brands. With so many ad campaign. tion was available on the Percept, brands, I don’t think agency. The formal there would be a lack of announcement has now the alliance opportunity for us, even ACCOUNT MOVEMENT been made. with ADK though we come in later. > Marching Ants has bagged the creative duties for the Indian Premier League’s ADK (formerly Fortune is A lot of ADK clients exist Kolkata team, the Kolkata Knight Riders. There was no formal pitch for the process. Asatsu-DK) wishes to in India, and we shall build its focus in India. only the third assist the agency in utilis-

ADVERTISING With that, the new ven- Indo-Japan ing the benefit of their ture will give creative network to be the best in New TVCs New AD campaigns of the fortnight significance to common the country.” CINTHOL areas of interest, includ- tie-up. Though the new Hrithik Roshan performs various stunts - jumps off a high- ing marketing agency has its brand rise, plays rugby, rides a horse and yet remains fresh - communications, con- aligned with the second presumably after using Cinthol soap. tent and business communications, agency of JWT, Fortune Agency: Orchard Advertising to support the fast emerging Communications, ADK Fortune and Creative Director: Hemant Kumar, Ajay Menon Japanese investments in the country.Fortune Communications will func- Client Servicing: Kaushik Mitra Jay Araki will take over the reins of tion as two separate entities. The new Production House: Ramesh Deo Productions the new establishment as chief exec- entity could also look at clients other Director: Abhinay Deo utive officer. than Japanese ones. PEPSI QUOTE OF THE FORTNIGHT The Sprite spoof has the same setting depicted in the Youngistaan TVC of Pepsi. A young boy tries to dupe his girl- Could this be the highest friend’s brother by trying various tricks. The winner is of course  the boy next door. ROI in the history of Agency: O&M advertising?’’ Creative Director: Titus Upputuru Production House: Ramesh Deo Productions ASKED DONALD GUNN (OF GUNN REPORT FAME) AT THE Director: Parag Kulkarni GOAFEST 2008, ON DOVE’S EVOLUTION CAMPAIGN, WHOSE ORIGINAL VIRAL GENERATED FREE MEDIA COVERAGE ESTIMATED AT $150 MILLION. Most Debated ADs

A compilationMOVEMENTS/APPOINTMENTS of some major account and people movements in the last fortnight

 VIRGIN MOBILE PEOPLE  The ad is awesome... Really enjoy watching this ad,  good creativity!!!! - Swati > Nitin Suri, executive creative director, Dentsu Marcom New Delhi, has  I dont know why virgin mobile is targeting only the put in his papers. His next destination is not known, but he says he will continue to ‘youngistans’....but 1 thing for sure the ad is be associated with the advertising industry. He spent three years at Dentsu. awesome...but I guess the same concept was used for > Amit Kumar, who joined Mudra Communications Delhi in November some other product...cnt recollect which 1 - Nihar Joshi 2006 as head of account planning, has moved to McCann-Erickson as execu-  Thanks to share ur knowledge n critics. By the way we r tive planning director. He will be instrumental in setting up and building the talking about Indian Advertising and its Hatke - Ajay Dabar planning team at McCann’s Mumbai branch. He took charge in February 2008. MC DONALD’S > Ryan Menezes, who had recently put in his papers at Vyas Giannetti Creative as Executive Creative Director, has joined McCann Erickson  Cool ad. It shows that Mc Donald’s is really trying to Mumbai in a similar capacity. Menezes has an industry experience of over two Indianise. The old Indian concept of indicating the hungry decades across agencies like Lowe, SSC&B Lintas, and Ambience. feeling is well used in the ad to promote the quick delivery Menezes is the winner of the first Cannes Gold Lion for India and also a winner service of Mc Donald’s - Kakoli Sarmah 2 at awards like D&AD, Lorie, and Clio for both Art and Copy. He has been instru-  Grt ad. Simple indian idea and world class excution. Hatts mental in start-up operations of Euro RSCG India & SSC&B Lintas India. off whole creative team. Keep on doing the grt wrk. - Aarti  Creative to the core! Well thought of. Brings a smile to my face everytime I watch it. - Nitish Kaul

12 The Brand Reporter, April 16-30, 2008

GoaFest 2008 at the Cavelossim beach was a fancy affair. The bigwigs of the Indian advertising industry rubbed shoulders and raised toasts as a celebration to creative minds. Some photographs from the event.

Clockwise from top left- The stage is set for the award cere- mony; Sam Balsara and Colvyn Harris relax with a drink; Vikram Sakhuja, Prasoon Joshi and Vikram Bakshi at one of the semi- nars; Sagar Mahabaleshwarkar of O&M meets a friend; cheering for their team; Josy Paul, Ravi Deshpande and KV Sridhar cool off; it was fun time for the young advertising professionals; Jagdip Bakshi, Ajay Chandwani and Madhukar Kamath toasting a successful event; inauguration by Goa’s chief minister, Digambar Kamat. Deshpande (left) of Contract - smiling for the camera. ALL PHOTOGRAPHS BY FOTOCORP, MUMBAI

14 The Brand Reporter, April 16-30, 2008

GRAND PRIX AGENCY BRAND CAPTION PRINT SINGLE Leo Burnett India Luxor Highlighters Che Leo Burnett India Luxor Highlighters Charlie Leo Burnett India Luxor Highlighters Hitler

FILM SINGLE JWT India Nike Cricket Traffic RADIO Mudra Communications Cycle Pure Agarbathies Jai Dev Jai Dev' OUT-OF-HOME Leo Burnett India Luxor Highlighters Che INTEGRATED ADVERTISING JWT India The Times of India Lead India Poised FILM CRAFT: DIRECTION Nirvana Films Neo Sports Gas

THE WINNERS TOOK ‘EM ALL Leo Burnett won the Out-Of-Home Grand Prix for its work on Luxor Highlighters ‘Che’ and Print Single Grand Prix for Luxor Highlighters ‘Che’ ‘Charlie’ and ‘Hitler’. JWT won two Grand Prix awards for Integrated Advertising Grand Prix for its work on The Times of India ‘Lead India Poised’ campaign and the Film Single Grand Prix for At the GoaFest 2008, the coveted Grand Prix the Nike Cricket ‘Traffic’. was awarded to winners in five categories: OOH, Mudra won the Radio Grand Prix for Cycle Print Single, Film Single, Integrated Advertising, Pure Agarbathies ‘Jai Dev… Jai Dev’. While Radio and Film Craft. Work that had won Gold O&M won a Gold Abby for its Neo Sports Abby's were automatically shortlisted for the Grand ‘Gas’ campaign, it missed winning the Grand Prix nominations. Prix, but its production house, Nirvana Films From Top - Nike Cricket ad by JWT; Leo Burnett’s Luxor high- won the Film Craft Grand Prix for the same. lighter ads (Hitler and Charlie); O&M’s Neo Sports Gas ad won a Commenting on JWT’s wins, Agnello Dias, Gold; and JWT’s Lead India campaign. chief creative officer, JWT says, ‘‘When we created the Nike campaign, we didn't expect it to turn out so good. We’re very ABBY 2008 happy with the way it's been appreciated.’’ The Scoreboard – Final Metals Tally About the Grand Prix awards, Dias feels Agency Gold Silver Bronze Total that it is best to give Alok Nanda & Company Communications 0 0 1 1 out recognition to multiple agencies Bates David Enterprise 0 2 2 4 than just one agency Cheil Worldwide 0 2 1 3 of the year. Contract Advertising 1 10 18 29 Euro RSCG Advertising 0 0 5 5 Fortune Communications 0 1 1 2 Grey Worldwide India 0 0 3 3 Ideas@work 0 3 4 7 Interface Communications 0 1 0 1 JWT India 5 6 17 28 Leo Burnett India 3 10 22 35 Meridian Communications 0 0 2 2 Morish Interactive 0 0 1 1 Mudra Communications 2 1 4 7 Ogilvy & Mather 5 14 39 58 Orchard Advertising 0 0 1 1 Percept H 0 0 1 1 Phoenix O&M 0 1 0 1 Publicis Ambience Advertising 0 3 2 5 Rediffusion DY&R 1 2 5 8 Saatchi & Saatchi 2 2 5 9 TBWA / India 0 1 2 3 Tribal DDB India 1 1 2 4 Wieden + Kennedy 0 0 3 3 PS – All Grand Prix winners have been shown as having won a gold as well

16 The Brand Reporter, April 16-30, 2008

GOAFEST  
 Surina Sayal, who covered the GoaFest for the third year in succession, looks back on how the event has shaped since 2006.

ave you ever felt excited, irritated, eager, from enjoying the water Hcrazed and exhausted all at once? I have. sports, entertainment, Attending the GoaFest for three years in a row has rain dance and free- been all this and more. Besides just filing stories flowing booze on the and networking with people from within the beach. (Weirdly enough, industry, I realised that I’ve actually been able to the media centre shack try things that I’ve never done before like parasail- was a stone’s throw dis- ing… a banana boat ride… ate food that had sand tance from this ‘beverage’ area, I mean how beached each year, where one can buy his/her own pair in it… drank beer while attending a seminar and out can you get!). Luckily, this year and last year, the even if the ignoramus has come to the beach in a listened to speakers in shorts who drank beer media centres were within the well-designed semi- pair of leather shoes. while talking at their seminar. nar hangars, that were believe it or not, built on the When it came to entertainment, the first year While most of the 3,000-odd delegates there scorching beach and were yet absolutely, 100 per had Lola Kutty, who kept people entertained with have a gala time, we journalists have had to balance cent air conditioned! God bless the person who her quips, quotes and South Indian accent. She was filing stories with the lure of the beach. I think invented it! probably the only one there on the beach dressed in attending the GoaFest has really taught us Never ever have I had a checklist like this a Kanjeevaram saree, heavy gold jewellery and gajra immense willpower and patience. I in her hair. But that didn’t stop her from taking on mean, how can you be at a beach in the occasional wisecrack from the ‘happy and Goa and not want to dive into the buzzing’ crowd. Not to forget VJ Yudi who gave glistening sea but rather attend ses- away the awards, which in itself was entertainment sions in a seminar hangar? for the young crowd, whenever he messed up his But I have to admit that the scale lines and snorted at his own ‘jokes’. The McCann of arrangements, celebrations and the team that sat behind me was ruthless and ragged list of international speakers have him by snorting back every time he did! only been getting better since its The second year had transvestites with fruit opening year. The first year saw jour- baskets atop their hats entertain the crowd after nalists fend for themselves in terms of the awards. This year saw exotic belly dancers and accommodation and transport. My fire breathers, a thumping Bollywood bash with colleague had to hire a taxi from a DJ Akhtar, international band Jalebee Cartel dish- local Goan guy called Maxi who ing out some techno-trance music to the crowds who had escaped their maddening cities. Mingling and networking at the GoaFest has been interesting, and most often than not, peo- ple aren’t carrying their business cards in their chilled-out beach garments, but can you blame before attending a seminar or discussion. them after all? Sunscreen, check. Shades, check. Big beach The biggest change, of course, has been the bag, check. The list of speakers has been inclusion of the Abbys at the GoaFest. While for the impressive and I particularly enjoyed ses- past two years the trophies at the GoaFest were sions of Paul Kemp-Robertson (co-founder shaped like cut-outs of dolphins, the awards given of Contagious magazine) in year one, the cre- out this year weren’t, nor were they the regular ative geniuses Trevor Beattie (the creator of Abbys that were given out for years. In fact, a new FCUK) and Thirasak Tanapatanakul award was designed altogether, which in a way is (Creative Juice, Thailand) in year two. symbolic of how the coming together of Abby’s and Tanapatanakul was gracious and said the AAAI has resulted in something new and excit- ‘namaste’ to the crowd that applauded his ing. gesture in response. That was touching. Here’s looking forward to Another thing I thought was cool about GoaFest 2009! dropped us off at what he thought was the ad vil- the GoaFest was how all the management and cre- surina.sayal@thebran- lage. Unfortunately, we had to walk a couple of ative biggies bring out their ‘floral’ best at the dreporter.com kilometres in the other direction, tried renting a GoaFest be it those Hawaiian shirts or Bermuda bike, got sunburnt in the bargain, but eventually shorts. And not to forget the footwear - Josy made it to the beach where it all happened, by foot Paul had red ones last year (it was green of course! this time), this year Jagdip Bakshi Thankfully, in the second year, AAAI took care wore blue ones, while of our accommodation and transportation. But Shantakumar picked up this year was great, where all journalists were put purple ones. Yes, I’m up bang opposite the Ad Village, across the street talking about the comfy, in the Old Anchor Hotel which had a reception colourful footwear brand area, shaped like a boat! Crocs that are a rage now and GoaFest in its inaugural year, like many start- have become a part of the fest ups, was chaotic. But that didn’t stop the attendees with a separate stall of its own

20 The Brand Reporter, April 16-30, 2008

   ADVERTISING What Clients Want Award-winning ads that are hardly seen on mass media. Creative people who celebrate unstintedly when these ads bag metals. In all this, what do marketers have to say? By Devina Joshi and Neha Kalra

dvertisement season is here, bringing with or company in any way. “Consumers don’t buy a VOICES it the expected truckload of scams yet again. product because it got an award; these are for cre- A It isn’t a secret that both at the domestic and ative people to feel good about themselves after From Shubho Sengupta international level, ads are often created purely for slogging,” he says. The anti-award guys are the same bunch who say, winning award trophies, which in turn serve as An advertiser even goes so far as to say that ‘kuch creative karo yaar’. It’s been proved - beyond visiting cards for ad folk. In the case of scams, his/her agencies in the past have approached a shadow of doubt - that work that wins builds agency persons convince themselves (and juries) him/her with scam ideas, which the advertiser (the brands better/faster/cheaper. Of course, bad with the knowledge that the ad appeared in some name has been withheld on request) shot down. advertising works too - this is still an emerging medium or the other, while the truth stares back at Sameer Suneja, chief executive officer, Perfetti market where the distinction between brands and them in the form of a trophy – not necessarily a Van Melle, is of the view that a scam totally commodities isn’t always clear. Scams are another bad thing, provided the hypocrisy (of the ad hav- depends on the relationship that the client and story altogether - I am against scams, but wouldn’t ing worked for the client) had been left out. agency share. “Many clients wouldn’t want to give mind doing one. It’s a fashion show, scams - you We spoke to some permission for these,” don’t buy a Rohit Bal, but you still say ‘wow’. key advertisers to he says, stating the uncover what they real- “Ads that tend obvious. From Ratish ly feel about ad awards to win at Sanjay Behl, head, I wonder if media can identify a marketer associated and scams. Kishore these shows brand and marketing, with really famous, award-winning advertising Biyani, managing Reliance Communi- through his career? Think about it, for the really suc- director, Pantaloon have nothing cations, gives the cessful marketer, the advertising winning an award Retail (India), is merci- to do with clients” benefit of the doubt to on the way is just a bonus, the focus has always been less: “Ad guys have the ad industry. As results. As exemplified by Shunu Sen. Personally, I been in a self-congratu- KISHORE BIYANI there are separate effec- think awards have a role to play, but have been hyped latory mode for as long tiveness awards (the unreasonably. But there is a certain charm about fig- as I can remember. Ads Effies) already in place, uring out the magic potion to win awards or be that tend to win at these Behl doesn’t see any creative, which I guess keeps everyone hooked. awards shows have “Many clients harm in a celebration of nothing to do with wouldn’t want creativity. From Nirav Parekh clients.” To him, the to give “Of course, creative I fail to understand why it is only in advertising that solution is the abolish- folk should have a plat- we hear words like ‘self-congratulatory’ and ‘scam’. ment of all ad awards permission form to showcase their Don’t industries have their awards for films, docu- shows, and the creation for these ads.” best work and get mentaries, and TV programmes? of a system in which recognised among their Why don’t we hear advertisers say, ‘This TV soap consumers in the mar- SAMEER SUNEJA peers,” he says, “and might get awards, but it doesn’t get me TRPs, so I ketplace are the judges agencies are mature don’t care!’ Why don’t we hear marketers say, I

of a brand/ads perform- SUSHIL KUMAR enough to understand shall put my product in this multiple-award-winning- ance. “All awards are where to draw the director’s next movie? The answer is that the sham, and media hype “The policies for line.” On further prob- advertisers and marketers, quite understandably, has a lot to do with it,” ing, Behl allows for the are concerned with only the ‘commerce’ side of it. Biyani says. entries at awards, theory that creative folk So why do people have a problem when the adver- Most clients, need do tend to go overboard tising fraternity celebrates the ‘art’ side of it? Can’t including Vikas Mittal, to be revised.” sometimes when dis- we make peace with the idea that advertisers vice-president, market- playing their creativity. should anyway NOT be concerned with the awards ing, personal care, “But I’m okay with it,” in the first place? As far as scam is concerned, if Dabur, and Pratik Pota, BHARAT PATEL he asserts. we are anyway celebrating ‘art’, why should the so- executive vice-presi- Bharat Patel, chair- called scam ads not be considered? Are they less a

dent, flavours, PepsiCo FOTOCORP man, Procter & piece of art just because they weren’t part of a India, agree on one Gamble, is objective. To paid-for marketing campaign? aspect with Biyani: They would rather have con- him, awards make a lot of sense as great work sumers decide a brand’s performance than awards deserves to be awarded. But scams are a strict no- From Meena shows. According to Mittal, awards are a great way no. “Over 20 years ago, Shunu Sen of Hindustan It’s so sad that marketers (clients) question advertis- for creative people to build their own name in the Unilever remarked that if his agency wins an ing and creativity - they forget that we helped build industry, but ultimately, advertising has to sell. award for his brand, then it’s a cause for worry as brands - just because they don’t sell they question Pota is a little poetic when he says that awards the brand isn’t being built,” smiles Patel. Would the accountabilty factor. Get your facts right - adver- definitely have a role to play – but in the larger Patel agree with the late Sen? “If you ask me, the tising build brands (its the imagery that we create) - scheme of things, they have a smaller role to play. policies for entries need to be revised,” he says. you as a client sell it - therefore we celebrate this On whether awards really help build brands, Pota Echoing his thoughts is Suneja of Perfetti, who creativity - because it deserves to be celebrated. is in two minds: “From a client perspective, it may says there should be a strict system in place which or may not further the brand’s business agenda.” evaluates the minimum reach, frequency and From Rajit Mayank Pareek, executive officer, marketing GRPs of the concerned ad. “Only after an ad meets Perhaps its time PERFETTI commented on the and sales, Maruti, isn’t quite so diplomatic; to him, certain criteria should it be allowed,” Patel asserts. advertising contribution and thereby the marketing awards most definitely don’t add value to a brand “An ad that has just appeared once or twice must be

24 The Brand Reporter, April 16-30, 2008

   disregarded; it should have enjoyed a longish run in the chosen medium.” Patel applauds ads such as “Creative work success of its last year’s award-winner - the HAP- Nike’s Traffic, which was not only creatively which is awarded PYDENT TVC, which won many an award!!! entertaining, but also rated high on visibility. reiterates the fact Patel of P&G admits to preferring the Effies that good work From Kira over the Abbys because the former gives equal The fashion Industry creates dresses- most of them weight to ad effectiveness. Anisha Motwani, sen- eventually sells. can’t be worn, but they are fashion. Creative ads ior vice-president, marketing, Max New York Life, should be taken in the same spirit - how mundane, if looks at the brighter side of things. “Creative work ANISHA MOTWANI all art in life has to be ‘saleable/result oriented’ etc. which is awarded reiterates the fact that good work eventually sells in the marketplace,” she says. SUSHIL KUMAR From Ajay Nadia Chauhan, director, marketing, Parle December advertising, creative guys should try Clients love to take the safe approach. Awards are Agro, is the eternal optimist. “I was at the Cannes and convince clients to run those ads all the year a chance to prove to them what can be done and Ad Festival a few years ago, and I noticed that the round. “Our consumers are more intelligent than what the agencies are capable. Always remember, simplest ideas, executed fantastically, ended up we think, and are ready for the next level of cre- clients get the advertising they deserve... winning lions,” she says. “Work like that inspires ativity,” she iterates. Her mantra for the me as a client to push my agency to do better.” ‘scamomania’ debate? “Resist wasteful impulses, These excerpts are from visitors comments on Chauhan is in favour of celebrating creativity but don’t be too conservative either.” agencyfaqs.com. and thinking differently, but instead of resorting to [email protected]

ADVERTISING a deserving loser. It upsets me because every time a scam ad is
      entered, it cheats the client of involvement with the creative process. The agency deprives the Sreekant Khandekar on why clients are beginning to be put off by client of the simple pleasure of saying, ‘Let’s go with it’, to a great piece of work. advertising awards. It wasn’t always so bad. I have been watching and attending advertising awards since 1989 when hen agencyfaqs! spoke to some of India’s I co-founded A&M magazine. (For those who biggest advertisers early this week, they came in late, it was India’s biggest advertising and Wfound it hard to conceal their unhappi- marketing magazine ever.) ness with creative awards. ‘This really has nothing I have sought out parallels to see if there is any to do with advertising that sells’, was the sum of other profession or business which will explain the their response. existence of scam ads. It wasn’t always like this. Marketers used to be What are scam ads? In the simplest terms, a proud when the campaigns that they had approved scam ad is work that an agency wishes it had client were awarded. They felt good just as feature film approval for to run in mass media – and which makers do when a well made, intelligent film does makes a token appearance (generally once) in well at the box office. some minor or niche media. If things have changed, the advertising business Look at the fashion business. Fashion shows has brought it upon itself. Far too often, an ad consist of impossible looking models wearing entry’s claim to fame is based on an untruth: that impossible looking clothes that no one outside the it has been seen or heard by the brand’s target con- room will ever see. Isn’t that a scam too? sumers. No it isn’t, and here’s why. Internationally, I knew this was coming when I visited Goa last haute couture forms a microscopic fraction of the year. Goafest has a truly splendid idea, which is to apparel business, where prêt a porter (ready to publicly display the shortlist of entries. As I went wear) dominates. And yet, haute couture was once around the gallery, I blamed myself for being so out famously described as the poodle that pulls the of touch with advertising: I hadn’t seen most of the apparel train. Why? work. I felt better when I saw that other visitors Because a much toned down version or aspect were unfamiliar with the entries as well. Just of what we see in fashion shows frequently finds its then a well-known executive of one of India’s way into everyday clothing. (In India, though, fash- largest print companies went by grinning and mut- ion shows are either for the very rich or simply tering, ‘Remember, you saw them for the first time media events.) GOGOL here.’ In any case, nobody pretends that what we see in That’s when the full horror of scam advertising A scam ad that wins fashion shows is what ordinary people buy. Unlike hit me. These are charged times, so let me clarify scam ads, which pretend to have appeared in mass that this hasn’t anything to do with either the cheats a better media. And that’s why fashion shows are honest and Abbys or Goafest per se. It could be either – or any scam ads are not. other award. deserving entry which Or take automobile shows, where car manufac- How do clients matter, you mutter under your turers display concept cars. Again, nobody is breath? They matter because their brands are the appeared in mass media. pretending that these cars are being bought by cus- fig leaf necessary to create even scams. tomers. They are merely a car maker’s statement Next, some clever young thing will undoubted- long for contempt for creative awards to translate of vision and intent – where manufacturing and ly think up a scam brand for which to make scam into contempt for ad agencies and worse – contempt design are headed and what tomorrow’s automo- ads, thus doing away with the need for a client at for the process of advertising itself. bile may look like. The auto awards that we read all. And of course, we will be assured that such a It upsets me because every time a scam ad wins, about, on the other hand, are for cars that thou- client does exist. Just that he belongs to some small it cheats a better deserving entry which actually sands of people buy every year. town which none of us has visited. appeared in mass media and tried to connect with Or look at the business closest to our own, the Client disdain upsets me because it doesn’t take consumers. For every undeserving winner, there is feature film business. You can see how producers,

28 The Brand Reporter, April 16-30, 2008

  

directors, financiers, exhibitors and a legion of tal- lished, on the site. And let other professionals Besides, everybody else is doing the same thing. ented professionals have, together, pushed the enjoy it and learn from it. Well, to my mind, leadership is about doing the boundaries of Hindi film making. There’s no indignity in that I can see in admit- right thing. If an ad has not been genuinely creat- Today, the films that win the popular awards are ting that work is experimental. ed for a client and run in mass media, it ought not the ones that lakhs of people actually see. Art films Last year at Goa, Trevor Beattie (best known for to be entered. Or else, why don’t agencies just get and documentaries have their place, too. But FCUK) passionately tried to stir the audience together and agree that published as well as there’s a different set of awards for those, and their against scam ads, “Imagine going up on a stage and unpublished work can be entered for awards? distribution circuit is separate as well. Nobody pre- Yes, I do understand the compulsions of busi- tends that they are popular, and that’s fine. ness, but most professions function inside a Let’s not kid ourselves. None of these profes- Agency big shots business. Advertising is not alone. sions or businesses is less creative than advertising. An engineer practises in the context of a prop- And while they may be full of pretension at other have to stand erty developer’s need. A doctor inside a corporate levels, none of them tries to pass off experimental hospital. An editor within a publishing house. work as mainstream. up for what they They all operate under business pressure. And the And that’s exactly what the game has become good ones do their stuff honestly and well. when it comes to Indian advertising awards: Far think is right. If agency big shots don’t stand up for what they too often, it’s sleight of hand. See if you can pass off think is right, they will be guilty of more than just this fake as the real thing, will you? collecting an award at a music or movie awards encouraging scam advertising. So, isn’t there a place for experimentation? Or function when it hasn’t even been aired. Scam ads They will be telling a whole generation of pushing the boundaries? Of course, there is. are just the same.” young advertising people that it is okay to bend the At agencyfaqs!, we feel so strongly about it that Privately, senior agency executives wring their rules to get ahead. we will soon allow people to upload their work, hands and say that every entry is accompanied by Worse, they will be implying that clients never irrespective of whether or not it has been pub- a client approval. What else can they possibly do? buy good advertising. And that is an untruth.

VOICES: WHAT READERS FELT From Pooja Kapoor their creations...They are a little worse Creatives were brought in to create the From Amit Sud Mr. Khandekar, I agree with every word than the concept cars of auto shows, in best advertisng they could create which Eshan, I totally agree with you. There written by you in this article. I’m glad that sense. did the brand justice. How do you are a lot of great campaigns so only los- someone as senior as you came up with explain then, that once even the agency ers say that clients dont buy good this. I just hope that it wakes up the From Subhash Kamath head has bought into it, the client adds advertising. What about Happydent? bigwigs of the industry and make them Brilliantly written!! You’ve articulated all a dozen inanities and removes the Idea? Greenply? Hutch/Vodafone? stand up for what they think is right. that I feel about this whole sordid busi- essence, saying ‘nice hai’ but am from Nike? Airtel? Fevicol?Being able to get a ness of scams. Hope to see more such pre-Volkswagon advertising era’. It’s great idea across convincingly to clients From Raman pieces in the future! Cheers! often this relevant and rejected work is part of the advertising business. I agree with the fact that the clients that gets branded as scam. should not encourage scam ads and the Scams not the way, but I can From lbhat agencies should not enter such ads for From Satya: empathise. My beautiful creative friends I think the ad industry is paying lip serv- awards. And only genuine work should Scam ads take the are just Italian chefs who are asked to ice to addressing the issue of scam ads get acknowledged. But there is another serve chaat day in and day out. and hence they corner glory at Awards. possible facet to this aspect. We would creatives away from If our business is about adding value to all agree that the general commitment the ground realities From Maia Katrak the client’s business through ideas, of the client to do breakthrough work is of business and I was so heartened by your article. those ideas have to work within the not very high at least for most of the There are pockets of sanity in this busi- constraints of business. Scam ads are clients. We can see this in the time and from the consumers. ness, after all! My father, Kersy Katrak, about unfettered freedom. The glory at money spent in improving the little used to say that the only thing we need Awards is the wrong carrot to waive at details and clients are happy with broad From Disgruntled Italian Chef focus on is ideas and craft. All else, youngsters. They come into the busi- brush strokes announcing this or that Sreekant, I am not for scam either, but money, awards etc., will follow. I still ness thinking that an ambient idea or an fact of the product. seriously A&M days are about as rele- believe he was right. In spite of every- I honestly believe great advertising is vant to advertising today as President thing I see going on around me, I created by clients and is incidentally Bush is to America. believe we will come around to this way From Rohit Sharma: done in the agency offices. Scam adver- Client’s today are dumb. Painfully dumb. of thinking again. I can confirm that ad tising is not encouraged by the agencies They play safer than a man who has 15 guys, agencies and the but the clients made it a compulsion. unwanted children, have little imagina- From Eshan tion and love research more than most Apt piece given the current scenario. ad process itself is From Rohit Anand scientists I know. What’s required is genuine good work looked down by nearly Good to see a thought through view on Cretivity feels trapped. Creative exis- at awards. A Happydent that swept the the whole business of awards. I hope tence starts coming under question. very same goa fest last year, a daag everyone in marketing. this is not hijacked to a discussion on ‘Teen saal ho gaye, na abhi tak koi acche hain and other such mainstream whether we should have awards or not, script approve hui hai na koi great ad campaigns that the consumers have anti-smoking ad is the path to success. which is invariably what happens , to nikla’ is a refrain you will hear often. seen and loved. We need agencies And that is teaching them the wrong detract from just one pernicious prac- Your comparisons aren’t valid. No one like McCann and Lowe to to participate. values. While clients may scoff at tice in advertising award shows. Just stops Bono from recording a great song. This is the kind of work that deserves awards, they secretly look to being in one issue with the fashion shows analo- Or even a lesser artist. No one says accolades. Its not about awards but the limelight through award winning gy... A lot of the designers do not even ‘hey dude, nice song, but could you what is being awarded. work. They also contribute to scam indi- pretend to be for any market, being please ad some African beats and take And yes behind a happydent or surf rectly by settling for ‘safe’ work most of happy to design and make dresses for a away the tune completely?’ or a Honda grrr or a Nike apart from the time. This leads the younger to take select few ‘friends’. Worse, you actually It’s the marriage between art and busi- the agency there areclients who have solace in scam ads to build their portfo- have some designers who just like to be ness, which worked beutifully one time the ability and the gumption to spot lio. But the onus on discouraging scam called that, with no backend to speak of, cos the business men were gifted artists and promote great brand builiding work squarely lies with the leadership when it comes to actually producing themselves, that’s failing us today. ideas. in agencies.

30 The Brand Reporter, April 16-30, 2008

MediaCom and MindShare) MediaCom. This was Sam Balsara at his best. And the deal was all the more stunning because there were rumours of his selling out.

THE SHREWD BUSINESSMAN irst, the deal. The Madison-MediaCom com- Fbine will help the former leverage MediaCom’s global lineage and knowledge pool. For MediaCom, which had been facing some tough times in India with its key people and accounts moving out, the deal will help salvage its fledging reputation. The sweetest part of the deal - for Balsara - is that he gets to handle the P&G account exclusive- ly. So far, P&G’s media business was handled by Madison while its planning functions were looked after by MediaCom and the Publicis Groupe- owned Starcom. In November, last year, when P&G called for a pitch - its first in seven years - Madison and MediaCom worked on the presenta- tion together. Then, sometime between then and March this year, Balsara came up with his coup (it was announced in early April) and put paid to Starcom’s bid for the Rs 120-130 crore business. It also got Balsara his second agency - a long-stand- ing wish - “at the right time”. Industry-watchers assume that the merger will put to rest any misgivings Hindustan Unilever (HUL) and Mindshare (the GroupM company that handles the FMCG major’s account) might have. But GroupM passes off that angle to the merger as mere speculation. Balsara, the shrewd businessman, admits that the P&G pitch served as a ‘trigger’ to the MediaCom deal. But more than that, as Lynn deSouza, head, Lintas Media Group, puts it, “Winning the P&G account was no big deal, but the way Balsara did it, was very impressive. The fact that he has the brand equity to take a majority stake in an international company is a thumb’s up for India in general.” With the MediaCom buyout, Madison, which claims to have crossed Rs 1,600 crore in billings, MEDIA suddenly became a Rs 2,000 crore agency - second only to all GroupM agencies put together and

WHAT MAKES He was always a good negotiator, starting from the Doordarshan days. SAM TICK? BHARAT PATEL 
 


  




 

    
  gives it a 16.5 per cent share of the organised media 
  

 


By Prajjal Saha with Devina Joshi, business in India. According to industry estimates, the total billing of top 10 media agencies in India is Chumki Sen and Surina Sayal Rs 12,000 crore. Another Rs 5,000 crore is unor- ganised which includes classified advertising and t Malcolm Baug, Jogeshwari - a faraway management, outdoor, PR, entertainment, retail, the business handled by other INS accredited suburb in Mumbai - is a quiet bungalow below the line, mobile and rural with 600 employ- agencies. which is almost 100 years old. For the last ees. But the entity is better known for its media 40 years, it has housed a name that went agency, Madison Media. THE EARLY DAYS onA to become one of the biggest in the Indian Unassuming, affable and a charmer, the soft- alsara, originally from Bangalore, was all set to media industry - Sam Balsara. spoken Balsara hit the headlines early this month Bbecome a chartered accountant after a degree In just about two decades, the chairman and with a spectacular deal that made the media world in commerce. But life took a different turn when managing director of Madison World built up a sit up. He acquired a 51 per cent stake in he chose to pursue management instead and diversified communications Group with 10 com- GroupM’s (the parent company of the WPP moved to Mumbai in 1970 to study at the Jamnalal panies that handle media, advertising, sports Group’s media agencies, Maxus, Mediaedge:cia, Bajaj Institute.

32 The Brand Reporter, April 16-30, 2008


He got his first break when his management All I wanted was to do a good job for the client. teacher, Pran Chaudhary, offered him a job at I have always Probably that took me through the tough times. Sarabhai’s (a pharma company). “I learnt market- found Sam to be a Money and growth came in as by-products later,” ing from him,” Balsara recalls. Some of Balsara’s shrewd deal- says Balsara. most memorable days were, however, spent at maker, with the The other contributor towards Madison’s Cadbury’s. growth according to Balsara, has been its unique He recalls an incident there that changed the ability to think ownership structure, which he has still managed way he thought. At an annual Cadbury Athletic out of the box. to maintain today. “While most advertising agen- Meet, a coach’s dinner had been organised, and to VIKRAM SAKHUJA cies - being part of an international network - are save costs, Balsara suggested a round of whisky forced to look at quarterly results, Madison never instead of Scotch. The managing director, a a handful of clients,” Balsara says. To begin with, had to follow this rule, as the only person, who Scotsman, told him to remember that it is not he garnered the support of Godrej and Nelco at gets seriously affected is me!” says Balsara. He whom one is serving to, but who is serving that is Madison - clients whom he had serviced at Mudra. owns 90 per cent of Madison’s equity, while the of great importance. “I remember that till date,” In fact, Godrej was one business which has remaining 10 per cent belong to its employees. Balsara says. always been close to Balsara’s heart. When the Shashi Sinha, CEO, Lodestar Universal, Some chocolates and loads of experiences later, Godrej management expressed a desire to have remarks, “Vikram, Lynn and I had it relatively easy. a career in advertising beckoned Balsara, and he Imran Khan to endorse the Cinthol brand, Balsara At least we didn’t have to start things from started off as a founding member of Contract, got to know that the Pakistani cricketer was in scratch.” When Sinha took Lodestar over, it had a HTA’s (now JWT) second agency. “We started off Chennai for a Test match. He rushed there and functional office with a setup in place. Similarly, somehow got into the hotel. He not only managed Sakhuja too, was helped with existing Ogilvy and to meet Khan, but also convinced him with the JWT clients. But Balsara had to start at the very Winning the proposal. Not an easy task by any measure as not beginning. “Being an entrepreneur, he is biting the P&G account was many cricketers were into brand endorsement biggest fruit of the profits. But he has also worked those days. doubly hard for it,” is Sinha’s admiring comment. no big deal, but Madison’s next major account was P&G, and it the way Sam did continues to be. In the early 1990s, P&G had a THE MAN… it was very joint venture with Godrej, which got him into the atel of P&G describes Balsara as one having impressive. P&G stable. Back then, P&G wanted to work with Pall the positives of a Parsi, and none of the neg- LYNN DESOUZA an international group agency and this is how the atives. “He is friendly and transparent in his technical tie up with DMB&B was worked out. dealings, and isn’t stubborn in the least, unless However, this tie-up lasted for only a few years. it comes to compromising with his values,” he with two small rooms left vacant by Subhas Post the break-up, Madison still managed to says. Ghosal (then boss of HTA) in Laxmi Building,” he retain the P&G account, but only as its AoR – the One of Balsara’s specialities that have propelled says. But, perhaps, Balsara is most remembered for creative part moved out. “Balsara was never inter- him along the way is his simplicity. He has owned a turning around Mudra in Mumbai. Back then in ested in the creative aspect in the first place,” says Toyota for years together, when he can easily afford the mid-1980s, Mudra’s Mumbai operations were Bharat Patel, chairman, P&G. “He was always a a topline model from Mercedes or BMW. He also minuscule compared to the Ahmedabad one, and good negotiator, starting from the early has the same driver, Ricky Ram, for ages, with Balsara’s first task was to make the Mumbai office Doordarshan days.” whom he shares a very interesting relationship. independent. “To be truthful, I didn’t even understand the Balsara’s second in command, Punitha Arumugum, “I did well for myself back then,” he says in group CEO, Madison Media, shares an anecdote rewind mode. Those were the days of the Reliance about Balsara’s deft handling of people – even when World Cup Cricket and Buniyaad. In every sense, they are acting difficult. Once Ricky had a tiff with the television story had just begun to unfold. You won’t find a the boss while driving Balsara to a client meeting. Things turned so bad, that he left Balsara midway. THE MADISON STORY half-hearted Stranded, Balsara had to hire a rickshaw and head alsara’s tryst with Madison wasn’t pre-medi- attempt from back to office to collect cash as he rarely carries any Btated. While heading Mudra, Mumbai, he Sam ever. with him. Had it been any other employer, Ricky decided to move out and float a small agency. PARITOSH JOSHI would have probably been fired, but Ricky still con- “Mudra’s vision was to be the largest agency in tinues to steer Balsara’s car. India, which didn’t match with my vision of a In an industry full of king-sized egos, Balsara good agency,” shrugs Balsara. comes across as genuinely humble. He is known Thereafter, Balsara partnered an existing, fledg- term AoR, when P&G called me.” In fact, even in to treat people of all ranks in the same way. But ing, INS-accredited agency, Madison, which was the US, the concept of AoR was only a few years don’t take our word for it. Most of his colleagues introduced to him by a close friend. Prabha old, back then. “This was our first buying AoR in from the industry tell The Brand Reporter that Prabhu, his colleague at Mudra, also joined him the country. P&G educated me about AoR,” Balsara is one of the rare industry veterans who and is still with him. Initially, Balsara was a partner Balsara admits. practises humility without an agenda. “I’m just a and soon bought it over completely. Madison, Vikram Sakhuja, COO, GroupM, and Balsara’s man of consistent habits,” Balsara insists. when it started off, was not a media agency. It big competitor - who was also Balsara’s client Those close to Balsara know that he always was a creative agency that also had a media buying when he was with P&G - comments, “I always travels economy class on flights. “That is because division. found Sam to be a shrewd deal-maker, besides his ideals don’t allow him to waste money. I do it “It’s not like I had a dying desire to be an entre- possessing the ability to think out of the box.” In because of company policy,” laughs Sinha. preneur. I just wanted to set up a small agency with those days, Sakhuja and Balsara did a few industry Balsara works hard, and parties harder. When firsts together, such as conceptualising and launch- people half his age give it up, one will find Balsara ing Shanti, the first daily afternoon soap on still rocking at it. “Sam is indeed a party animal, He has the ability television. P&G and Madison approached UTV to but don’t be fooled. His shrewd eyes are at work, to handle people produce the show. P&G sponsored the show, networking, even when he parties,” says Sinha. while Madison clinched the afternoon slot deal So what drives Balsara? Does he have a mentor? deftly - even with Doordarshan. “Yes and no. I never had a mentor in my career. when they are act- Life wasn’t always a smooth ride, however. Rather, I think my clients have mentored me.” He ing difficult. After the break-up with DMB&B, Madison lost remembers an interesting episode, which motivat- PUNITHA almost 70 per cent of its revenue, including the ed him when he hit an all-time low. It was in those ARUMUGAM Cinthol account. However, Balsara managed to days when Madison parted ways with DMB&B. survive. “Growth or money was never my focus. While watching a late night programme on

The Brand Reporter, April 16-30, 2008 33


CNBC, he heard someone say ‘Real success to Madison-ites recently: “Don’t push the media THE ROAD AHEAD comes only after real failure.’ This inspired him so owners too far.” alsara can look back satisfied on a career that much that he never looked back at the failures of Balsara has a rapport with politicians too. Sinha Bhas shaped up well. Madison is now well the past after that. “What matters to me is today has a story to share. At a pre-budget meeting, regarded by clients. “We didn’t sit back and enjoy and tomorrow. That’s my way forward,” says India’s finance minister, P Chidambaram, was the glory; we took serious efforts to develop media Balsara. delivering a speech. In the Q&A round, Balsara’s as a discipline,” Balsara asserts. hand was up as usual. “When Chidambaram’s eyes Specialisation is something Balsara believes in … AND THE INDUSTRY ICON fell on Balsara, I was surprised to hear him say, steadfastly. Ask him about the recent develop- here is hardly an industry body that Balsara ‘Yes, Mr Balsara?’ I mean, how many in our busi- ments where some agencies abroad (and Mudra in Tisn’t a part of. Be it the AAAI, ASCI, NRSC, ness are so well connected?” he asks. India) reverted to the full-service agency model BARC, IAA or the INS. While other veterans may Lynn deSouza of Lintas Media Group recalls and whether Madison would consider such a also be a part of these groups, Balsara stands out move, he has this to say: “If we converge, we’ll be because of his active, super-energetic involve- He’s a party ani- going back to square one.” ment. “He genuinely wants to help the industry,” What does he have to say about the persistent says Paritosh Joshi, president, ad sales and distri- mal. But his rumours that surface regularly about Madison bution, STAR India. “He never appears rushed, or shrewd eyes are at selling off to a global player? Names such as in a hurry, in these meetings.” work - network- Omnicom and WPP keep cropping up from time Despite seeming to have hundreds of balls in ing even while he to time. “Yes, various international groups have the air, Balsara deftly juggles them. “You won’t talked to us, and that’s no secret,” is all Balsara is find a half-hearted attempt from Balsara ever,” parties. willing to concede. “What we do tomorrow is a SHASHI SINHA Joshi adds. Admittedly, Joshi and Balsara have function of various things; it is more important to been on opposite sides of the table several times, do things well today.” but Joshi respects Balsara for sticking to his point the first time she met Balsara. At an industry con- And what would he like to be remembered as? of view. ference, Balsara, as was his wont, kept asking Pat comes the reply: “As a moderately successful Another admirer is Bhaskar Das, president, The questions in that trademark, patient voice. “I advertising professional, rather than an entrepre- Times of India. “He has a lot of clout, but you’ll remember thinking what an intelligent but irritat- neur or an industry icon. From the beginning of never find him using it to arm twist,” says Das, ing man!” grins deSouza. my career till date, I have tried to focus on deliver- adding, “He plays fair.” In the early days, Balsara However, deSouza isn’t ignorant of the fact that ing value (both to the organisation as well as was thought to be a tough negotiator to reckon the industry is still grappling with a million things client), rather than a ‘What’s in it for me?’ atti- with, but he seems to have mellowed down over that need fixing. “Balsara may not always be the tude.” That is probably the secret tonic behind the years, and become kinder even. right person to fix them, despite the great contri- Balsara’s achievements. Arumugum recalls a statement made by Balsara bution he has made,” she opines frankly. [email protected]

Term Issue Cover Price You Pay You Save


439-8



"8



"8






%*&7



"8



"8






*89
++*7

%*&78



"8



"8






YES, I WANT TO SUBSCRIBE TO THE BRAND REPORTER RIGHT NOW !
$.(0
<-.(-*;*7
.8
&551.(&'1*

<&39
&
8.=2439-
8:'8(7.59.43

<&39
&
43*>*&7
8:'8(7.59.43





<&39
&
9<4>*&7
8:'8(7.59.43

.789
&2*


&89
&2*

.11.3,
))7*88


42*


+A
(*




))7*88





.9>





#9&9*


!489&1
!.3






*8.,3&9.43




425&3>

.389.9:9.43


&.1




&=


Phone
!1*&8*
2*39.43
43*
3:2'*7
&91*&89 4'.1*
:2'*7





+A
(*
:2'*7




"*8.)*39.&1
:2'*7

Cheque / DD should be in favour of The Brand Reporter and mailed to the following address: The Brand Reporter



.789
1447
#*(947


4.)&


3).& 47
*36:.7.*8 &.1
[email protected]



&11
   

 
742
*1-.
  

  Terms & Conditions:
@
!1*&8*
2*39.43
>4:7
3&2*
&3)
&))7*88
43
9-*
'&(0
4+
(-*6:* 
@
!7.394:9
4+
9-.8
+472
.8
&((*59&'1*
@
$-.8
.8
&
1.2.9*)
5*7.4)
4++*7
;&1.)
.3
3).&
431>
@
++*7
2&>
'*
<.9- )7&<3
<.9-4:9
349.(*
@
++*7
;&1.)
+47
3*<
8:'8(7.'*78
431>
@
!1*&8*
&114<

<**08
+47
)*1.;*7>
4+
>4:7
2&,&?.3*
@
11
).85:9*8
8:'/*(9
94
*1-.
/:7.8).(9.43

@
Subscribers to the The Steal - a - Deal Offer will also get online access to The Brand Reporter website, for the period of their subscription.

  ’s ho Tha W t arrogant, R for rascal, I for Idiot’. All this while the boss stares helplessly. “Auditions for ads But playing Hari Sadu had its flip side. It attracted a number of other are far more profes- ‘boss’ roles Parvez’s way. He was even approached for a GoaFest ad to sional than that play a boss in it. “But after Hari, I’ve said ‘no’ to bossy roles,” he says. of films.” There’s more to Parvez than Hari Sadu. He has done about 30 ads for Buddha Mar Gaya. He says he enjoyed working brands like Krackjack, Acer, Mitashi with the cast and crew of Black Friday especially and one for Cleartrip.com. with the director, Anurag Kashyap. Parvez completed his graduation Comparing auditions of ads to films he says, from Delhi and wanted to go abroad “I think auditions for ads are far more profes- for his MBA, but for studying abroad sional than auditions for films. Even if you know he had to have 16 years of education. someone in the production house, agency, you To do an extra year, he came down to still have to audition for the character. But in Mumbai in the mid 1990s. He films, it’s different. A director might want a spe- thought he’d do a course here, and cific actor for some reason.” while he was here he also thought of He’s enjoyed working with Rajesh Krishnan trying his hand in movies and theatre. of Footcandles on Naukri.com and also with “I thought why not try something Abhiney Deo of Ramesh Deo Productions. new while I have a year on hand.” He Sharing an interesting incident from the shoot started working in theatre with peo- for Naukri.com, he says, “The crew and techni- && "" ple like veteran theatre person cians laid a bet that the ad would make it big and FOTOCORP Satyadev Dubey “I wanted to learn be appreciated. I thought they were just pulling The man who played the role of a nasty boss the ropes, but I was too shy to act. And my leg, but later when the ad really did do well, back then, I never even thought of ads. they said “We’ve been in this industry long in Naukri.com talks about the ad and much It was just films or theatre. Frankly, enough to know how an ad would do.” After the more. By Surina Sayal modelling didn’t even filter into my ad did well, his father approved of it too. “It mind as a profession, I didn’t know meant a lot because he was so worried when I obby Parvez is Hari Sadu. And Sadu is how it worked,” he says. decided not to go ahead with the MBA,” he Parvez. The 37-year-old is best known for But he eventually did his first ad with Sanjiv smiles. Bthe Naukri.com ad that won many acco- Shah of Enigma Films, after which he starred in Parvez has also currently shot for a few ads lades. He comfortably essayed the role of the a number of campaigns. Parvez also got around that would go on air soon. Going further, he nasty boss whose junior makes a hotel reservation to working in films with roles in the critically wants to pursue films very seriously. by spelling out his name as: ‘H for Hitler, A for acclaimed Black Friday and the box office dud, [email protected]

FUTURE TV & $#& # Future TV is involving the masses in conceptualising its creatives through a contest. By Proyashi Barua

one in seconds and still stay appeal to the audience, but they also on. This is what Future TV, have to inspire action, essentially GIndia’s only retail television purchase,” explains Dasgupta. network, is looking for through its According to Dasgupta, with the latest contest. Aptly named Gone in current proliferation of various 30 seconds, this contest invites people media platforms, consumers tend to The company claims to have 1200 2007, Future TV has been organising to send in 30-second films, which lose sight of the exclusivity of each screens across 135 stores in 38 cities . a slew of contests and promotions, can be aired on the Future TV net- medium. According to Vishakha Singh, market- with the dual objective of familiaris- work (in stores like Pantaloons, Big Future TV has become a distinct ing head of Future TV, the inherent ing people with the concept and to Bazaar, among others) starting the advertising platform for brands strength of this medium is that it is drive consumer engagement with first week of May. The last date for across consumption and service cate- measurable. In a recent survey, it was brands at a deeper level. Some of the receiving entries is April 26. gories. From just two paid noticed that nearly 79 per cent of peo- past initiatives undertaken to “The objective of this contest is to advertisers, Kingfisher and UTI ple associated the Times Now ticker enhance consumer-brand interaction orient the industry, content develop- Mutual Fund, just under a year ago, with the news band on Future TV, gave viewers the opportunity to win a ers and people at large about the need it has come a long way. Most impor- thereby strengthening the reports on family holiday in Goa, and a contest for differentiated creatives for this tantly, it is not just in-store brands engagement. for cricket enthusiasts an opportuni- medium,” says Partho Dasgupta, but media brands that account for a What has been instrumental in the ty to win tickets to the Future Cup CEO of the Future Media Group, chunk of its client base. Brands that success story so far? “Mainstreaming that was held in mid-2007. which owns Future TV along with advertise on Future TV include the concept has always been our piv- Initiatives to attract advertisers other communication platforms. Times Now, Animax, Big FM, Idea, otal focus and much of this has been have also been part of the strategy. “The consumption of Future TV is Vodafone, Sahara Films, Lakmé, achieved through various contests “We have customised our rate card, in an audio-neutral environment. Reliance Life Insurance, Airtel, and promotions,” recounts Hence, the creatives not only have to Google, and Kingfisher. Dasgupta. Since its inception in July >>  #$& & &
&

36 The Brand Reporter, April 16-30, 2008

  %  <<  #$&! & &
 PROFILE I BOBBY PAWAR I CCO I MUDRA GROUP & $#& #

keeping in mind the target audience Moving with the Consumer and the formats the advertiser wants to reach out to,” states Dasgupta. Neil French, the regional creative Speaking on future business director. Pawar is all praise for French’s strategies, Dasgupta says, “Advertisers style of working. “It’s like you’ve have to be made aware that there is unlocked the secrets of the universe,” much more scope in this medium he says. While French was ruthless and than what is being harnessed.” would rip the work apart, the lessons The medium defines the mes- he taught were great. sage – perhaps, this applies closest Four years and a ton of awards later, to Future TV. The Future Group’s Pawar wanted to “find another wall to 120-second Sone Ki Chidiya film, bang your head against, because you’re which was aired on television dur- never as hot as you think you are.” ing the India-Australia cricket That’s when Anil (Batwal), his partner series, is a case in point. Though and Pawar decided that they wanted a much longer in duration than a bigger playground and play with guys conventional TVC, it received rave who’ve done bigger things. reviews. But this creative could not French convinced them to join be used on Future TV to produce O&M New York. They had to move the same effect, owing to its sheer there and learn a different culture - length and strong focus on audio. what kind of buttons to push, what The film that one sees on Future kind of humour works - and discipline. TV is a shorter and crisper 40-sec- “Over there, the director shoots the film and walks away, the agency has to The films will edit it, do the colour, the transfer, the music everything. So you better know focus on humour everything - that’s why the discipline comes in. If you come back with a film and public service that is not working, chances are your FOTOCORP job is gone, because about half a mil- messages. orty-year-old Bobby Pawar has lion dollars is at stake. You have to get spent almost half his life in “I learnt to busy and go in to the nitty-gritty of ond film, with Hindi supers Fadvertising and nearly a third of things,” he says. appearing across the screen. his career in the US. The man who The New York experience taught According to Dasgupta, not only do worked with ad geniuses, Neil appreciate him many things, both professionally advertisers want to communicate French, Rick Boyko, and Steve low-brow and otherwise. “Just after moving there their core products, but also air Hayden, came back to India after a I thought the only way I could learn the commercials that have socially seven-year stint to join Mudra as entertain- culture was by wandering around in the responsible messages. The Gone In national creative director last year. city and by watching all the bad TV I Thirty Seconds contest is an effort in Now, exactly a year later, he has been ment in could,” he says. He learnt to appreciate that direction. “We want people to elevated to the position of chief cre- low-brow entertainment. “Popular cul- base their films around themes that ative officer. New York.” ture was made there,” he remembers. portray aspects of daily life. It could Pawar is easy to chat with, has a Four years after O&M, he moved to be humour or a public service mes- keen sense of humour and readily BBDO Chicago which also needed to sage,” says Dasgupta. Future TV shares his life’s experiences. Not many know that be turned around. In 2006, it was rebranded as Energy will also be present in lounges soon. Pawar was a computer engineering dropout. He got BBDO. “We started experimenting on ideas that were With the advent of mall radio, into advertising when a friend told him, it paid well not centred or attached to any media at all.” which would operate in the same and was interesting. His first job - after his graduation Pawar feels that while creativity always has been vicinity, does Future TV perceive was with a small agency called Jaison’s. defined by originality, it also needs to be ‘authentic’. any threat? Dasgupta retorts, “In- But his real advertising journey, he believes, began He gives Nike’s example. The role that it plays in peo- store radio is a different medium in 1992 at Tara Sinha Associates, which later became ple’s life is to ‘inspire’ them to be a little more athletic altogether from in-store TV, with Tara Sinha-McCann Erickson. His interest in ads grew in their everyday lives. The product delivers something both satisfying a different set of and his early mentor was Govind Sajnani, a freelance else. If you have a brand story to tell, you can always objectives. To an extent, they may copywriter there. find a way to put the product in it, but the story of the compete with each other in the After spending about a year and a half here, he brand is paramount.” minds of advertisers, but this is the moved to Rediffusion. “I interacted with some bright Madhukar Kamath, managing director and CEO, case with all media platforms. It is up minds. Arun Nanda and Shantakumar were there. Mudra Group has this to say about Pawar: “Bobby to us to constantly innovate our There was a great bunch of young guys thrown togeth- thinks beyond the 30-second commercial. He thinks medium and keep the audiences er - Rensil (D Silva), Harshad Sharma, Anup Chitnis creative business solutions in a media neutral way.” engaged.” and Rahul Bose (the actor) who was the senior-most Pawar will be the creative head right across the As of now, Future TV is present there. It was fun and we tried all sorts of things.” board, for Mudra Advertising, Mudra Marketing not only in Future Group malls but From here he moved to O&M, when Sonal Dabral Services, and the recently launched Mudra MAX at other malls too, including My hired him as a copy supervisor. With Piyush Pandey (Media and Content). His creative duties will cover Dollar Store, R-Mall and Oberoi and Ranjan Kapur taking charge, O&M was aiming to Tribal DDB India, Rapp Collins India, Primesite, Mall in Mumbai. In February this become the hottest agency in the country. “That’s an Kidstuff Promotional Marketing, Multiplier and year, the Future TV brand was amazing fight to be part of,” he says. Mudra Health and Lifestyle as well. extended as Future TV FUEL to all It was here that Pawar got to work and interact with [email protected] BPCL petrol stations in Delhi. [email protected]

38 The Brand Reporter, April 16-30, 2008




TIMES OF INDIA Activating Change ne fine morning last fortnight, the city of taxis wrapped in newsprint. There were giant vinyl ple: Celebrate a Changing Chennai with the Chennai suddenly woke to multi-storied boats on the river and giant paper planes at the air- arrival of The Times of India. “The idea was to cap- Obuildings, buses, auto-rickshaws, and ports - all made of newspapers. The streets were ture the visual language of change in a simple, but full of cheerleaders - the men dressed in veshti and stunning, execution that would ideally make the thundu (wraparound and cloth) and women in news headlines, the next day. It was time for con- nine yards of newspaper content. The newsprint tent to become the vehicle of change,” says Kumar. asked - Next Change? So what was the logic behind the question - It was a teaser campaign to announce the launch Next Change? Kumar says, “Chennai is the capital of the Chennai edition of The Times of India on of South Indian cinema and every Friday is a festi- Tamil New Year Day - April 14. The campaign was val out here. It means a change at the cinemas, a handled by JWT, with Senthil Kumar as the execu- change in the kind of fans that throng the city streets tive creative director. The creative team comprised after the first day first show - or for several shows, of Shiv Parameswaran, Ravindran Solomon, thereafter, in case of releases of movies that star Prasad Premkumar, Paras Johar, Mark Manuel, superstars, Rajnikanth or Kamal Haasan. Well, in a Prem Vishwanath, Vasanth Joshua, Jeff Emmanuel, city that changes every Friday, here was a newspaper Puja S, Arjun Nalapat, Gopinath K and Mayun S. that would be representing that change everyday.” All of it under the observation of JWT’s chief cre- The material used for the newsprint was flex or ative officer, Agnello Dias. Account management vinyl. The clothes for the cheerleaders were made was handled by Anita Gupta, Raghavan, Vijay of Tiruppur cotton. “In some places we did use the Menon and Lavanya. newspaper - like we had this Rajnikanth Mimic The brief, according to Senthil Kumar was sim- who would spin the newspaper and wear it on his shoulders like the ‘Shtyle King’,” says Kumar. Since most of the buildings used were under construction, related issues of permissions and rates were sorted with help of the client team. “The logistics needed the competence of a full- fledged activation headed by Johar, who worked out equations with event marketing firms, govern- ment corporations and sometimes crazy characters to ensure that everything we did achieved the desired impact,” says Kumar. What’s up next? “A live concert by A R Rahman on April 20, in Chennai,” Kumar promises a rock- ing Chennai anthem from the music maestro. [email protected]

40The Brand Reporter, April 16-30, 2008


SAKSHI Joining the Fray This new entrant is out to shake up the print media market in Andhra Pradesh. The big question is: can it challenge leader Eenadu? By Dhaleta Surender Kumar

or almost 35 years, Eenadu ruled the Telugu print market with the competition miles Fbehind. According to ABC figures (for July- December 2007), nearest competitor - Andhra Jyothi - was almost seven lakh copies behind Eenadu, which had a circulation of 11.7 lakh, remained a comfortable No 1 while Andhra Jyothi and Vartha (claimed subscription of 3 lakh) slugged it out for the second and third positions. Last month, however, Eenadu found a new chal- lenger in Sakshi, a newspaper launched by Jagati Publications, headed by Y S Jagan Mohan Reddy, a businessman. Besides him, Karvy Consultants, Matrix Laboratories and India Cements too have stakes in the company. The paper claims to have a print order of 12.7 lakh copies from day one. points for news and ads collection. Thinking big Subscription enrolment drives “At a cover price ever before in India, has any paper claimed started in February, but the real work of Rs 2, you Nsuch a high print-order on day one itself and began early - in October 2007, when cannot say that too with 23 editions (19 in Andhra Pradesh it sent 3,000 surveyors to reach 45 and four in New Delhi, Mumbai, Bangalore and lakh people with a questionnaire that that you want Chennai). “We have to be in every place, where asked if they’d be interested in all to be an Eenadu is,” is chairman Jagan Mohan’s reasoning. colour paper; designed on interna- additional paper.” And he is sure about his numbers. tional standards, with easy navigation K R P Reddy, director, marketing, Sakshi, says and one which was unbiased. The that almost 35-40 per cent of its subscribers are surveyors marked out nearly 25 lakh JAGAN MOHAN readers of some Telugu newspaper. About an equal potential customers. REDDY

number of them are new readers. The Telugu KRISHNENDU HALDER print market itself has grown by 7-9 per cent. Sending the message What does Sakshi have on offer? An all-colour eanwhile, Sakshi weaned away O&M - national advertisers and media planners. The brief, paper, easy navigation (it is designed by Mario Mwhich had been working on the Eenadu according to Rani Reddy, was just one line: We Garcia of Mint, Hindustan Times and The Hindu account for the last four years - to design the cam- want to be No 1 from day one. But why weren’t fame), more international, business and sports paign. In January, five TVCs were launched along radio and print chosen? Says Rani Reddy, “If you coverage and family features. “Eenadu was in a time with hoardings, bus-shelters and wall paintings. are getting the reach through TV and outdoor, you warp, with an overdose of politics and no proper The newspaper went back to the 25 lakh poten- don’t need radio and print.” An online campaign is segregation of news,” says K R P Reddy. The cover tial customers with a calendar-almanac. “We gave in the offing to target the Telugu-speaking NRIs price too made a difference. While Eenadu sells at them quality glossy paper and design, to build up and get them onto sakshi.com. Rs 3 on weekdays and Rs 3.50 on Sunday, Sakshi’s the brand image,” says Jagan Mohan. The Rs 2 on all days is attractive. February launch was postponed to March. Sakshi Looking ahead There is no upfront subscription system in used the time to rope in 11.7 lakh subscribers. On agan Mohan claims to have invested around Rs Andhra Pradesh. Every newspaper in Andhra the editorial front, it appointed stringers or J300 crore in setting up the infrastructure. Pradesh has exclusive agencies which get a com- reporters in 1,200 mandals (divisions). According to According to him, the value of the company mission of 40-50 paise on each copy. If there is an Rani Reddy, VP, head of office, O&M Hyderabad, should become Rs 3,000 crore in two years. Sakshi upfront payment, the publication will have to pay 80 per cent of Telugu newspaper readers are below evaluates Eenadu at Rs 4,500 crore. the commission to the agent in advance. “There is the age of 45. The majority of them were unhappy How does Sakshi see itself? As the main paper a chance that the agent may not deliver the copy or with the existing news coverage. “They felt that in a household, or as an addition to the paper sell it elsewhere, to get an extra commission,” says there was too much of political coverage,” she says. already subscribed to by a household? “At a cover Jagan Mohan. So newspapers go for enrolments. The agency chose to make an emotional con- price of Rs 2, you cannot say that you want to be Sakshi has 8,500 exclusive agents and 175 contact nect. “As a challenger, it is essential to refer to your an additional newspaper,” says Jagan Mohan. strength, and not talk of what is not there. All the Anuradha Kishore, associate media director, campaigns were woven around Sakshi, which Media Direction, a media services group of R K “As a challenger, it means witness.” The first TVC had an NRI Swamy BBDO, says that Sakshi may have an edge announcing that all will be Sakshi (witness) to the over Eenadu when focussed local advertising is is essential to refer day when Americans will seek visas to find a job in concerned. So what does this launch mean for oth- to your strengths India. The other TVCs too talked about aspira- ers? Analysts feel that smaller newspapers like rather than talk tions of people. Post-launch, the strategy shifted to Vishalandhra and Prajashakti and Andhra Bhoomi about what is talk about the strengths of the paper. There were never got counted. “They have their niche audi- 11 creatives designed for outdoor ence and will survive,” is the verdict. Newspapers not there.” The campaign wasn’t restricted to the state. like Surya that could be in trouble. Sakshi’s entry RANI REDDY Three TVCs were aired on some national English has certainly stirred up the market.

KRISHNENDU HALDER News channels as well. The target audience were [email protected]

42 The Brand Reporter, April 16-30, 2008 
VODAFONE       The pug and the master are nowhere to be seen in the new commercial of Vodafone. By Sangeeta Tanwar

he memorable song, to encourage people to lis- T‘Kabhi kabhi mere dil ten to more songs; songs mein khayal aata hai’, from other than their personal the 1970s’ hit movie, favourite. The communi- Kabhi Kabhie, is making a cation dramatised the story Winning splash again, this time as of a person who was stuck an anthem in the new on a single song through- Battles Vodafone TVC. The out his life. So, we see that TVC, which promotes the protagonist’s favourite

FOTOCORP Vodafone’s music station, song is a central part of all is based on the singular the milestones in his life. here’s hardly anyone who wouldn’t have had an occasion to use the line, fact that the protagonist What’s more, he passes his ‘Yeh kya haal banaa rakkha hai? Kuch lete kyun nahin?’ from the has stuck to the same song love for a particular song to TColdarin ad, in everyday life. Arvind Sharma is the creator of that one-liner. all his life. his young son too.” In a career that started with a short marketing stint, Arvind Sharma, chairman It begins with the shot Rao (top) and What happened to the (India subcontinent), Leo Burnett, has been closely associated with brands like of a baby listening to the Verma: popularis- boy and the pug? Rao clari- Promise, Old Spice, Vicks, Goodyear, Tata Salt, Bajaj, Coca-Cola, Thums Up, song, ‘Kabhi kabhi…’ being ing songs fies that the two have not Complan, Glucon-D, Heinz, Ariel, McDonald’s, Reliance and more. In his role played on a gramophone. been dropped. “They are as chairman of the India subcontinent, Sharma is responsible for the agency’s oper- Next, the young boy entertains part of the network communication. ations across India, Pakistan, Sri Lanka and Bangladesh. He is also a member of guests at home with the same song Also, the new TVC is strictly for a the agency’s Asia-Pacific Enterprise Board, a member of the executive committee of and his school mates during the single product, in this case, the prod- Advertising Club of Bombay and also of the National Readership Council. He is Annual Day celebrations. As the boy uct being Vodafone music station, currently chairman of Media Research Users Council, and a member of the Board grows into a young man, he is seen educating consumers that they have of Governors of the Advertising Standards Council of India. regaling first his friends in the college choices available.” Sharma, an MBA from IIM Ahmedabad, spent a couple of years at Voltas canteen and then his girlfriend with Incidentally, this isn’t the only after which, he joined his first love - advertising - at Clarion-McCann in 1979. the same old song. new TVC based on film music. Two Ask him about the moments that moulded his life and he goes back to 1989, when Proctor & Gamble (P&G) decided to launch Ariel and take Hindustan Lever head-on. P&G was a hundredth the size of Hindustan Lever. I had an oppor- tunity to work with two people - John Pepper and Larry Dare - both of whom later became CEOs of P&G worldwide. They kept repeating that ‘P&G is bigger than Hindustan Lever, globally’, which it was. But I knew that the battle was going to be won by the thoroughness of the homework we do in terms of understanding consumers and in the quality of creatives on air. We test marketed Ariel in 1991 with great success. The brand made national headlines. When we went for post-launch research, women were expressing gratitude for launch of a packaged detergent which is unimaginable. It taught me the importance of both being consumer focused and of thoroughness. The TVC closes with the shot of other recent TVCs, one for Bajaj and The second defining moment came, when we pitched for the revival the protagonist displaying his one- another for Ford, have also used of Thums Up towards the end of 1995. Obviously, every agency song musical talent to his son, who is Bollywood songs as a means to con- wanted that piece of business. For 2-3 days whenever we called to ask playing in his lap and trying to sing nect to the viewers. Bajaj Pulsar has about the result, they said ‘not yet’. Then like his father. The super that appears ‘Rote hue aate hain sab…’ while Ford suddenly one day they called to ask, ‘We want to come to your agency after the last shot exhorts viewers to uses ‘Suhana safar aur yeh mausam today at three o’clock, will you guys be there?’ They brought T-shirts ‘Listen to more songs’ by tuning into haseen…’. And no, its not herd men- with individuals’ names printed for the agency. The incident keeps the Vodafone music station, which tality. “It’s just a coincidence that reminding me that there are some great minds that genuinely like part- plays more than 40,000 songs. both films, the Vodafone music sta- nering with agencies. The amusing TVC is the brain- tion and the jukebox ad, are selling The third defining moment was in 1998. Our global chief creative child of O&M, the creative agency music in different ways,” says Rao. officer Michael Conrad was in the room. We were talking about the handling the Vodafone account. The commercial has been direct- quality of work and Leo Burnett has a system called the Global Product Talking about the brief given by the ed by Prakash Verma of Nirvana Committee, where, in every quarter, work done around the world is client, Rajiv Rao, executive creative Films. Says Verma, “The moment reviewed and rated on a scale of one to ten, where seven means the idea director, O&M says, “All that we Rao discussed the idea, I knew it is fresh and strategic and well-crafted. Seven is the level required to were asked to do was to inform the would be fun doing the creative. The compete in the international arena. consumers that the Vodafone music nature of the script was such that one Campaigns that score seven or more are celebrated as Seven Plus station offers more than 40,000 songs had to take care that all the people Winners. We were told that ‘India, you should try for your first seven across several genres.” and the places appeared real, so that plus’. In 1999, in the first quarter we had more seven pluses than Talking about the central theme or the consumer would connect to the Chicago and in 2003 we were the global agency of the year! insight that went into arriving at the story idea.” As told to Surina Sayal idea, Rao explains, “All we wanted was [email protected]

The Brand Reporter, April 16-30, 2008 43 

TELEVISION The much-hyped Indian Premier League will soon make its foray on prime time television. Will it take away viewers from the long run- The ‘K’ of Cricket ning daily soaps? By Sapna Nair tarting April 18, the Indian Premier League don’t see the franchisees leveraging mass media says. “The 8-11 PM slot on GECs is ruled by daily (IPL) tournament will go on air on SET MAX enough considering that the team campaigns haven’t soaps which have been going on for long and have Son prime time - most of the matches in the 8 really kick-started,” she says. a big following,” he adds. These programmes have to 11 PM slot for 44 days. This spells bad news for built a relationship with the audiences on an ongo- general entertainment channels (GECs) which The ‘patriotism’ factor ing basis. “On the whole, I don’t expect the GECs have their strongest properties placed in this slot. Despite the crisp format of the tournament, IPL, to be affected by IPL,” he declares. Or will it? Interest is high, because, at stake is an just like ICL, lacks the ‘Team India’ spirit. Since estimated Rs 1,200 crore that advertisers spend on there is no national pride - a factor that has made Crowd-puller? prime time GECs. cricket and its heroes - involved in this game, it IPL viewership will also depend on the team com- seems uncertain which team the audiences will position and the intensity of the match. Malik The hype and hullabaloo root for and relate to. believes that if a team composition is a little IPL was welcomed with much fanfare. It is being Praveen Tripathi, chief executive officer, Hansa stronger with recognisable players, it will com- perceived as the next big thing in sports and enter- Consulting, predicts that it certainly won’t have the mand higher viewership. tainment. In fact, SET MAX, the official same effect that an India match would have. “When Lakhina predicts that matches featuring broadcaster, has humorously positioned it as being India is playing, the entire nation watches. When Mumbai and Delhi teams might get higher viewer- Manoranjan ka baap (father of entertainment). there is a Chandigarh versus Kolkata, one would ship, since these metros form a large percentage of Team owners have appointed advertising agen- expect the whole of Punjab to root for Chandigarh the audience. He is obviously of the opinion that cies to handle the marketing communication of and the whole of West Bengal to root for Kolkata. But support may be more ‘my favourite player- led than their teams replete with the team anthem, team that’s a small fraction of the country,” he explains. city-led’. Analysts say that the most interesting mascot and merchandise. In the coming weeks, However, he hopes that if the cricket match match is expected to draw a TVR of 3.5 and 3 for each of the teams is expected to roll its campaigns. becomes more than just the sport and has enter- others, which is much lower than that garnered by IPL is bringing in the ‘club-culture’ into cricket. tainment value added in it, then one could expect it any of the shows on STAR Plus on prime time. But how much passion will a ‘club-team’ ignite in to be a bigger hit. So, should GECs worry? GECs have some ammunition in store. STAR the audience? Plus, for example, has Paanchvi Paas, the show Fight for the remote hosted by Shah Rukh Khan, which will air from No hysteria Media planners foresee a possible fight for the April 25. It has launched another show called That’s the question many are dying to know. Media remote by family members in one-television house- Joh Jeeta Wohi Superstar, a singing reality show observers believe that the audience is not so clued holds, which are in a majority in India. The regular which has some of the popular contestants from all in to IPL. There aren’t any concrete efforts from GEC viewer will now have to vie with the avid crick- the singing shows held till date across channels. the team owners’ end to familiarise audiences with et fans at home. But everyone agrees that it is Both these shows are weekend shows. Meanwhile, the teams and its players. almost impossible that all homes will be tuned in to to boost its long-running saga, Kyunki Saas Bhi Kajal Malik, vice president, Interactions, a Lintas cricket during all 44 days, because the women can’t Kabhi Bahu Thi, the channel has got back Smriti Media Group agency, believes that though IPL abstain from their daily dose of drama for long. Irani. ZEE has Rock-N-Roll Family, which is a enjoyed vast media coverage, it failed to leverage “It will be hard for them, as that’s their ‘space dance-based reality show featuring three genera- mass media. What has been running on mass media out’ time,” says Sandeep Lakhina, managing direc- tions and judged by actors Tanuja, Kajol and Ajay is the IPL campaign by the BCCI and SET MAX. “I tor, India - West and South, Starcom. He believes Devgan. that even if some of Lakhina believes there is a strategy in place. “I AFFECTED PARTIES? them may have to give have a feeling that STAR, ZEE and others may in to IPL, they have the shift some of their prime time programming to Time ZEE STAR Plus afternoon repeats to avoid clashes with the IPL,” he says. But on the 08:00 PM Dulhann Banoo Mein Teri Raja Ki Aayegi Baraat resort to. whole, the GECs are taking a wait and watch 08:30 PM Maayka Kis Desh Me Hai Meraa Dil Prem Kamath, vice- attitude to the IPL phenomenon. The consensus is 09:00 PM Kasamh Se Bidaai president, marketing, that while IPL might attract sports enthusiasts ini- STAR India, sees no tially, it may not be able to retain steady 09:30 PM Saat Phere Kasturi reason to worry. “We viewership. Perhaps, it will be a different story 10:00 PM Ghar Ki Lakshmi Betiyaan Kahaani Ghar Ghar Kii are talking about two next year, once the teams are better known and 10:30 PM Teen Bahuraaniyaan Kyunki Saas Bhi Kabhi Bahu Thi entirely different view- interest-levels increase. 11:00 PM Dulhan Karam Apnaa Apnaa er experiences here,” he [email protected]

44 The Brand Reporter, April 16-30, 2008 

TELEVISION Riot of Colours   

 

 

  

NDTV Imagine’s  
 
 



  Surabhi

By Sangeeta Tanwar

iddharth Kak, the well known by now that the audience is bored of anchor of the longest-running old fare and is hungry for new con- Sshow on Doordarshan, is back tent?” on the small screen. After a gap of six Indiadhanush is on air since March long years, Indiadhanush on NDTV 31, from Monday to Friday at 12.30 Imagine is Kak’s comeback vehicle as PM. Why did NDTV Imagine go for an anchor. the afternoon slot? Kejriwal explains, Why the long lay-off after “Our prime-time programming is Surabhi? Says Kak, “This fact baffles already in place, so we were looking me too, that after the stupendous for something exciting that would fill success of the show, I was never our afternoon slot. Moreover, the offered a similar role. But full credit new show is not something that we goes to the management of NDTV associate with appointment viewing. Imagine for having the Instead, it is a show for vision and courage to kids, adults and the look back and think of family as a whole. It is coming out with an entertaining as well as innovative show.” educative. Also, with According to Kak, summer holidays Indiadhanush is an offer- round the corner, we ing that interprets the are confident of the past for the future. show doing well.” “Indiadhanush, like Kejriwal shares that Surabhi, takes pride in it took the channel the strong traditions and Nair: experimenting almost two months to culture of the country; with old names decide on the name of but saying that the India the show. Finally, it was of today is different from what the her boss who came up with the name country was, say, 10 years back, or ‘Indiadhanush’. Sameer Nair, chief when Surabhi was on air.” executive officer, NDTV Imagine, If the show is anchored by Kak, says, “We were discussing lots of one cannot but wonder who fills in name and Indradhanush was the most for his erstwhile charismatic co-host, favoured one. But somehow, we still Renuka Shahane. “Well, Ami Trivedi felt the need for an alternative name. is co-hosting the show with me. I, for I stepped in to introduce a twist in one, represent the older generation; the tale and came up with the title the audience feels an old bond and Indiadhanush. trust with me. Trivedi, on the other The logic being that we had hand, is our direct connect with already agreed to the fact that show today’s youth. It’s a give-and-take was an indradhanush, a rainbow repre- relationship,” adds Kak. senting colourful diversity and the Shailja Kejriwal, executive vice country in question was India, so the president, content, NDTV Imagine name Indiadhanush.” NDTV Imagine points out, “Being a new entrant in hopes to find the gold at the end of the business, we can afford to exper- this rainbow. iment. Is it not a well-accepted truth [email protected]

The Brand Reporter, April 16-30, 2008 45     

 

  AT&T Wireless pair of hands each painted like a Aleopard's face, emerging from a Consumer leafy bush and holding a wireless AT&T device.The copy in the ad reads -Works in over 200 countries, like Zimbabwe. Patriotism ith economic liberalisation opening up export and Wimport vistas, a penchant for foreign labels has been noticed across the world. China, however, seems to be a refreshing exception. According to a survey titled “2008 Made in China is However, respondents preferred Advertising Agency: BBDO Ideal Brands for Chinese Consumers” foreign brands for electronic goods, Atlanta/ New York, USA which was jointly conducted by the the tag which sportswear, junk food and beverages Exec. Creative Director: Susan Business Brand Institute, the and also personal grooming prod- Credle, Rich Wakefield International Advertising magazine draws sales in ucts. But the survey also revealed that Art Director: Brian Locascio and the Communication University Chinese brands like China Mobile, Copywriter: Bridget Prophet of China, Chinese consumers show a China China Telecom and Bosideng are decided preference for local brands. exceptions as they are stand-out per-

   Considering this was the case in 39 product categories formers in their industries. In fact, these three brands (out of a total of 68 categories being sampled), it speaks were well ahead of their peers, with a gap of 40 per cent Tide: Angels 3 much about the allegiance of the Chinese for indigenous to the next brand. brands. Local brands dominate the market-scape for The survey took into consideration 7, 800 consumers hree angels flying in the clouds. household appliances, clothing, edible oil, non-soda bev- hailing from two distinct categories - household and TTwo of them hold a dirty cloth while erage, pharmaceuticals and banking and insurance related potential. This is the first consumer-centric large-scale the third plays a flute. The Tide logo is products and services. survey on brands in China. etched at one corner against the back- drop of the clouds giving the impression that Tide is synonymous with the pris-

    by an average of 31 per cent.

 tine white of the clouds. Russia has witnessed a gradual decline on TV advertising spends for the last two years. Overall, advertis- Downscale ers had spent 24 per cent more on Leveraging ussian advertisers are constrict- TV ads in 2007 compared to the first Ring their budgets for television quarter of this year. But the calcula- ome October, Dell will be selling commercials. tions have revealed that 11 of the top Cits latest products in China According to a calculation done by 15 advertisers had been relatively through Gome, China’s largest con- the OMD Media Direction/PHD tighter on their television advertising sumer electronics retailer. Dell will Advertising Agency: Conill, Group of media agencies( which has budgets, even last year. begin rolling out its systems in about Saatchi & Saatchi, Miami & NY, USA a network in 80 countries ), ad spend To cite some examples Unilever 50 major metropolitan Gome stores. Creative Directors: Maru Kopelowicz among the top 15 advertisers (across and Nestle spent 3 per cent and 27 Art Director: Matias Aubi mediums) rose by 25 per cent which percent less respectively. Increased Copywriter: Ariel Dress is considerably less compared to the spending on regional television par-

   Greenpeace: Bomb plastic bag shaped like a broc- Russia is Acoli standing on the grass. In the background ghastly ash coloured witnessing a clouds envelop the sky giving the Subsequent to this partnership, impression of a bomb blast. gradual Dell’s direct advantage and industry- leading technology will reach millions decline in of in-store computer buyers in the country. As Dell employees will be television available at all Gome stores to assist customers with information related to advertising product features and usage, this part- nership will also create a new shopping experience for the buyers. Gome, on its part, is gung ho increase of 37 per cent in the market tially offset spending cuts on the about this association. Its officials as a whole. national level. OMD Media have publicly stated that Dell choos- However the cutback was more Direction/PHD used information ing Gome as its first retail partner pronounced in television. This could from TNS Gallup AdFact and speaks volumes about the latter’s be attributed mostly to price hikes on ESPAR Analytic for its calculations. eminence with customers as a retail Advertising Agency: Grey Tel ad time by broadcasters. Moreover, a Average discounts of 62 per cent for destination. Aviv, Israel new edition of the advertising laws national TV channels, 40 per cent for Dell products available at Gome Creative Directors: Jonathan Stirin cut ad time per hour on television to radio stations and 36 per cent for will include the award-winning note- Copywriter: Uri Marek 12 minutes, thus forcing up its cost print media were also considered. books and desktops.

46 The Brand Reporter, April 16-30, 2008     



 Heritage A Fresh Coat oftware giant Microsoft is in need of a makeover! And First Sthis is a prophecy of nearly 2,000 professionals and students in 107 countries who were part of a survey undertaken by UK’s leading online magazine, brand- embers of the Newcastle City channel.com, between February 24th and March 9th. MCouncil Development Control Titled Brandjunkies, this survey was designed to find Committee in the UK are getting the impact and recall of brands among respondents. The increasingly conscious about preserv- questionnaire which comprised 10 categories had ques- ing the sanctity of the heritage heart tions designed to gauge the aspirational and functional of Newcastle. value of brands among other things. This heightened awareness has Unlike most other surveys, assessing the market value rejig. The survey revealed a few more market truths. For been triggered by the fact that of a brand was not the sole criterion. Overall, the Apple one, contrary to the belief of some marketers, people are Newcastle is now going to adhere to brand won six of the Brandjunkie survey’s 10 categories, not nostalgic about most of the numero uno brands of yes- a fresh set of planning guidelines on including “which brand inspires you the most?” and teryears. They feel brands like Cingular, Atari and TWA what advertising is acceptable on “what brand can you not live without?” are no longer in the market because they don’t deserve to buildings being restored or rebuilt. Interestingly, Microsoft also took the top slot in two cat- be. Secondly, respondents are not swayed by environment- This translates to a lack of control by egories: “if you could rebrand any brand, what would it focused campaigns and corporate social responsibility the City Council with respect to the be?” and “what brand do you want to argue with?” This initiatives of most brands. They rather view these as ‘polit- content of big screen advertising ban- was obvious testimony that Microsoft needs an image ically correct’ moves to keep the shareholders happy. ners. Consequently, there is a danger that the scaffoldings might sport offensive images, disrupting the digni-

     fied elan which is characteristic of

    Raining Innovations Wonderbra woman in a metro station standing relatively high-activity domain, tions centered around StyleFeeder to Abeyond the line demarcated for Athe software and IT domain is put on any e-commerce site. safety. The words on the yellow line buzzing on many fronts. To begin Personalized search, bookmarking, read Wonder Bra. with there is good news for develop- item recommendations, watch lists, ers of third-party applications that and customizable images will all be live on social networks. accessible through this API. So much Social Network, Hi5, which is one for the commercial side of IT. these heritage buildings. of the largest social networking sites There is much activity on the This development has stirred a globally, has launched a developer product innovation side also. A joint debate among the authorities con- platform. Hi5’s developer platform venture between Intel and cerned and some social quarters. seeks to overcome some of the opera- STMicroelectronics called Numonyx Mostly people feel that this lack of tional loopholes of the developer has created a new type of memory supervision by the City Council will platforms of other social networking chip, which was predicted to be a lead to a spate of unconventional sites. MySpace, for instance, lacks a future innovation way back in 1970 adverts which will in turn offend the sensibilities of most citizens. Agency: Euro RSCG, Singapore Residents have categorically Art Director: Wee Loi expressed that the uncensored ads Copywriter: Uma Rudd Chia might proove detrimental to kids. However they feel that some equilibri-

    um can still be retained if the council (now unable to control content) can at Sunchips least influence what goes on listed yellow hoarding amidst high rise buildings in conservation areas. Abuildings with Sun Chips inscribed This is the latest row in a long- run- on it. The words are placed in reverse ning wrangle over whether big screen order above the banner to give the adverts should be allowed in the city’s impression of being reflected. conservation area. With all the devel- opment going on in the city centre method through which users can by Gordon Moore (the co-founder of some companies are keen to place send updates from an application to Intel and of Moore’s Law fame) in an eye-catching adverts on buildings. each other. Hi5’s developer site issue of Electronics magazine. Incidentally, the development con- specifically lets applications tap into The much-touted pen device trol committee turned down communication channels on the site. computers have also been introduced high-profile applications to advertise Facebook, on the other hand, is work- by Livescribe (a paper based comput- on scaffolding outside the Tyneside ing with job site CareerBuilder.com ing platform). The technology in this Cinema in Pilgrim Street and the on a non-exclusive ad campaign, not only allows students to take lec- Theatre Royal. The cinema’s repre- where it will run its ads on the side of ture notes on a special paper but sentatives appealed and won, while pages and in news feeds. helps them in easy information Agency: Juniper Park, USA theatre bosses said the decision had Personal shopping recommenda- retrieval as well. Chief Creative Officers: Terry cost them around £100,000 in lost tion site StyleFeeder has opened its Whether these innovations will Drummond, Barry Quinn revenue. Talk about paying a price for API (Application Programming harbour seamless benefits or whether Art Director: Hylton Mann a moral dilemma! Interface) where developers will now they pose inherent challenges at the Copywriter: Andy Linardatos be able to create third-party applica- operational level is to be seen.

The Brand Reporter, April 16-30, 200847  
 Oriflame India Digital Life Style Distributors Oriflame has introduced a new lip- India Digital Life Style Distributors which claims to be one of the leading distributors of IT and Lifestyle stick called the ‘Beauty Kiss Proof Products, has unveiled the YES DPF 700-Digital Photo Frame. This digital photo frame has an LCD display, Lipstick’, which has long lasting which enables easy display of a complete collection of photographs. The pictures saved on a memory card colour and renewable shine. This can be read directly with the help of the in-built card reader. Unlike traditional photo frames, the digital lipstick claims to have the ability to photo frame can be placed both vertically and horizon- retain the glossy look for seven tally using the handy support at the back of the LCD hours after application. This display. One can transfer pictures to the standalone proves effective in almost all memory frame directly from a digital camera. The in- weather conditions. Moreover, it is built card reader can interpret the images saved on patented with a formula which the memory frame within seconds. The pictures can helps in eliminating any trace of be viewed as a slide show or as individual pictures. eating, drinking or any other oral The most comprehensive feature of the digital photo activity. The ‘Beauty Kiss frame is that it has a built-in speaker, enabling users Proof Lipstick’ has a dual to enjoy the video and audio quotient of the photo- wand with moisture rich graphs. It is priced at Rs 6,990 and available across colour at one end and lac- all India Digital Life Style Distributor stores. quered gloss at the other. With a moisture content of 60 per cent it comes in six exciting shades. Essenza Di Wills Priced at Rs 329 this Essenza Di Wills a leading brand in men’s perfumes, deodrants and toi- lipstick is available letries has introduced a fresh acquatic fragrance called Inzio Aqua. through Oriflame Sporting a sparkling contour, the inherent freshness in this fragrance is distributors. brewed by the combination of bergamot mandarin and Italian lemon. These ingredients are meant to stimulate and re energize the mind and body. The top notes of Inzio Aqua are a blend of the spicy aromas of French rosemary, Clary sage & Tonka beans. Attractively packaged in 50 ml bottles and priced at Rs 1,800 Inzio Aqua is available at all select Reebok stores across the country. For spring 2008, Reebok has launched HexRide - a new state- of-the-art technology - for a specific range of shoes. The strik- ing feature of the shoes Ebony Gautier integrated with this technology is Ebony Gautier has introduced a range that they are styled in a hexago- of home décor accessories. Comprising nal, honeycomb fashion which of vases and ceramic artware, they incorporates the ideal ratio of complement both modern and ethnic weight to strength. These shoes interiors. Each piece has been styled in have exceptional cushioning while a way that makes it a perfect fit with still providing a lightweight ride. the Ebony Gautier furniture. These This makes the shoes a perfect objects of art are priced from as little choice for health and fitness as Rs 300 to Rs 3500. These ceramic freaks.The HexRide technology products come in long lasting solid will be featured in performance colours. They are available at all Ebony running styles such as the Gautier Stores in Noida. SmoothFit HexRide (available at a retail price of Rs 5,990) the Operator HexRide (available at a Parachute retail price of Rs 5,490) the Hex Parachute Advansed has introduced a night repair hair cream for Exec (available at a retail price of the first time in India. Containing a blend of natural ingredients Rs 4,490) and the HexRide like coconut oil, jojoba oil, rosemary oil, coconut milk protein and Rally (available at a vitamin B5 the Parachute Advansed Night Repair Crème claims to retail price Rs reverse the damage caused on hair by pollution, chemical treat- 6,490). ments and other factors. It also claims that regular application can increase the protein deposits present in hair by seven times. A pack of 60 gms is priced at Rs 70 and a pack of 120 gms is priced at Rs 130. This night repair hair cream is retailed at all leading outlets in Mumbai.

48 The Brand Reporter, April 16-30, 2008 For more information, visit www.indiaradioforum.com or contact Rajika at +91 98 3611 2078 / [email protected] or Janet at +65 6736 1472 / [email protected] 
  JOBSWITCH

Organization Name: Xebec Email: that the marketing teams function Communications Pvt. Ltd. [email protected] in a manner aligned to the business Positions: Manager - Business ...... goals of the company while Development Organization Name: JWT, Kolkata formulating Media strategies for Location: Bangalore Positions: Account Director national campaigns and strategic Profile: The applicant should have Location: Kolkata direction for regional campaigns. prior experience in business Profile: The candidate should be a The individual should have 5-7 development while being able to team player, be able to manage years of experience which would be develop brand strategy, make strategically, input from all functions help him/her to champion creative presentations to the clients and to grow / drive client business. The excellence in the marketing team deliver the right business strategy to selected applicant would be playing through a combination of systems, him. The person should be able to a key role in business development, periodic training and reward understand the clients’ exact business marketing and should be able to programs. and marketing plans. The applicant pitch for new business and Email: [email protected] must have 4 - 6 years experience with understand existing clients. They ...... a medium/large agency with an should have excellent interpersonal Organization Name: Vasant MBA/PGDBM Degree skills, presentation skills and Creative Catalysts Email: [email protected] Problem solving ability. The Positions: Art Director ...... individual should preferably be an Location: Mumbai Organization Name: Gauge MBA with ideally 6 - 8 years of Profile: The applicant must have Advertising and Marketing experience in account management minimum 4-5 years in a reputed Ad Positions: Senior Account Manager with reputed agencies & handling agency with Innovative and fresh Location: New Delhi demanding brands. outlook with a good understanding Profile: The individual should be Email: [email protected] of branding. confident and has to become the ...... Email: [email protected] crucial link between agency and Organization Name: Six Inches ...... clients. The individual should have Communication Pvt. Ltd. Organization Name: Mediaturf the ability to bring in new business Positions: Account Manager Positions: Senior Client Servicing for the agency and maintain existing Location: Mumbai Manager relationship by fostering new ideas. Profile: The incumbent would be Location: Mumbai The individual should have atleast 5 responsible to drive a clients business Profile: The incumbent would be - 6 years of experience in the top by strategic planning and execution. required to understand client advertising agency with Excellent The individual would partner with requirements and translate them into communication and Presentation. the client and derive year around accurate briefs for the Creative team Email: starts for building the brand and while being able to conceptualise the [email protected] achieving business goals while right marketing strategies and ...... meeting revenues. The candidate effectively present them to clients. Organization Name: Pentagon should have 3 – 5 years of experience. The applicant must be a Graduate Communications Pvt. Ltd. Email: [email protected] with minimum 6 years of relevant Positions: Account Director (Client ...... experience in Client Servicing or Servicing) Organization Name: R2S Group Media, preferably from an Online Location: Bangalore Positions: Manager Operations Ad Agency. Profile: The incumbent should be Location: New Delhi Email:[email protected] able to handle key accounts Profile: The incumbent would be ...... independently, achieving customer required to check Quality execution Organization Name: Explocity satisfaction, top line and bottom line. of the projects, organizing elements Private Limited. The applicant should have 10 - 15 involved in the projects, Sourcing Positions: Senior Manager - Sales & years of experience while being able and managing vendors & suppliers on Marketing to motivate the team by providing regular basis and to Execute project Location: Hyderabad strategic inputs to the accounts. cost effectively and within the time Profile: The candidate should have Email: [email protected] frame. The applicant should have 4 - the ability to generate revenues for ...... 7 years of relevant experience in the company through advertisement To advertise, contact: Organization Name: Hansa Operations and Production in Events sales and should have the ability to %,!. ,)%-.
 Research Group Pvt. Ltd. and promotions. work with a team to meet this Positions: Sr. Marketing Executive Email:[email protected] objective. The applicant would be  ..    Location: Bangalore & Delhi ...... required to have knowledge of $ #.%,!! ,)%-%-(*&$ Profile: The successful applicant Organization Name: Adlabs Films advertising sales and should have )+ . +) .
,$  should be able to handle all existing Limited (FM Radio Initiative) generated business through them as  ..    accounts independently and should Positions: Marketing Manager the individual would be required to $ #.)+ " +) %-(*&$ effectively ensure high customer Location: Bangalore have 5 - 8 years of experience in satisfaction across the northern / Profile: The successful applicant advertisement sales with print To view other jobs in Marketing, southern states of India. The would be required to create systems media. Media and Advertising, log on to: applicant must have 3 to 6 years in and process / implement current Email: [email protected] ++'!&*%-(*&$ sales and marketing. systems and processes which ensure ......

50 The Brand Reporter, April 16-30, 2008

Registered with Registrar of Newspapers for India Under No. DLENG/2004/14817